Scoop, the Manchester-based brand communications agency specialising in the hospitality and leisure space, has been appointed as agency partner for Pins Leisure Group (King Pins and Star Pins), adding the fast-growing competitive socialising, bowling and entertainment brand to its portfolio.
Activity will span all Pins Leisure Group sites across England and Scotland alongside regional-specific campaigns in Edinburgh and Liverpool.
The brief covers national press office, creative activations, regional media engagement and influencer strategy, including gifted and paid creator partnerships tied to the World Cup, summer season and site-specific campaigns.
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King Pins and Star Pins are both part of the Professionals at Play Group and have grown rapidly since launching in Manchester in 2023, with sites now open across Scotland, England and Northern Ireland. The brand has worked to redefine the bowling category with an experience-led offering designed to appeal to a broad audience, offering over a dozen gaming formats including bowling, arcade, shuffle board and more.
Tom Dellow, PR and communications lead at Scoop, said: “Both King Pins and Star Pins have a real opportunity to build meaningful connections across all of their regional markets, something more and more brands are looking to solve. Our approach combines regional insight with PR and influencer strategy across sites, to create campaigns that feel locally relevant while building a strong national presence. We’ll work as an extension of their team, getting under the skin of the business to deliver campaigns that feel authentic and deliver commercial results.”
James Travis, head of brand marketing at Pins Leisure Group, said: “King Pins and Star Pins have always been about more than bowling – and working with an agency that understands what we’re about makes all the difference for our upcoming campaigns. From supporting our very first King Pins opening in 2023 to returning with a clear view of our brand and customers across the entire estate, Scoop has consistently shown they get the brand and experience. They presented creative angles that were really fun but commercially smart, and as we grow, we need a partner who can do that with us – Scoop are doing just that.”
The appointment follows a strong run of new business for Scoop, which has added several hospitality and leisure clients across the last 12 months, strengthening a portfolio of clients such as Popeyes UK, Albert’s Schloss, 200 Degrees Coffee and the Museum of Illusions.
The new partnership with Pins also follows Tom Dellow’s promotion to PR and communications lead at Scoop, joining the agency’s senior leadership team as it continues to scale. Bethan Clarke has also been promoted to campaign manager, with both set to play a key role in leading the Pins Leisure Group account and supporting Scoop’s continued growth.
