100AND10% - Case Study - 100AND10% - Adventure Island Mini Golf

The Facts

100,000
Players in the first 12 months
36
Holes of indoor mini golf

"I have known Jonathan and the team at 100AND10% for some time and so as soon as Adventure Island Mini Golf was given the green light, they were our only consideration for supporting the marketing and launch of the centre. We also asked for their support in designing the commercial model of the centre, alongside the creative design process that lead to the creation of the final identity and marketing collateral. Their support in the 18 months since we opened is a key factor in our continued success."

John Whitehead
Managing Director, Adventure Island Mini Golf

The Client

Adventure Island Mini Golf

The Brief

To assist in launching the UK's first indoor 36 hole indoor mini golf course - designing the brand, the commercial strategy, initial marketing campaigns and marketing collateral, through to ongoing consultancy on further marketing initiatives, CRM and data exploitation.

The Results

In May 2008 Adventure Island Mini Golf opened in Star City, Birmingham. The site is one of the centrepiece attractions at one of Europe's largest family leisure attractions.

Boasting 36 holes over 3 levels, firing volcanoes, tiki huts and a 30 foot waterfall within its 10,000m2 site Adventure Island Mini Golf commissioned 100AND10% to manage all marketing aspects leading up to the launch of the event with continued support provided since.

In its first year of trading the site attracted more than 100,000 visitors, a figure far greater than forecasted and the marketing strategy for AIMG, the identity created and the positioning of the attraction has played a significant role in supporting this success.

As Adventure Island Mini Golf becomes established 100AND10% has been asked to help to take the business to the next level by implementing marketing strategies and CRM practices which will help further grow the attraction and deliver improved customer experiences and ultimately greater profitability for the client.

The Feedback

"With the help of the guys at 100AND10%, Adventure Island Mini Golf has been a huge success. The work 100AND10% have put in has really paid dividends and there's only one company I'd use going forward. They cared passionately about what they were doing and what they delivered across a number of areas was superb"

John Whitehead
Managing Director, Adventure Island Mini Golf