Flight Club


What did we want to do?

Flight Club, the home of social darts. An absolute trailblazer on the London scene and now, looking to go national. Flight Club wanted Don’t Cry Wolf to work closely with its senior executive team to launch the brand in new cities and locations. It wanted to do this in an elegant, on-brand way that wasn’t just another bunch of London luvvies demanding adoration from ‘the regions’ but instead ensured that the brand weaved itself into the local communities.

What did we do?

Well, because we were a bunch of London luvvies we needed to go and actually ask our audiences what they thought we should do. So, we set about holding focus groups in the cities we were launching in, getting to understand the culture, the nuances and the way things should be done. We then did a bit of quant research to confirm some of the trends we unearthed. Finally, we geared up for launch. We invited influencers to come to and work with Flight Club to launch the venues. We built bespoke creative themes that fit with the fabric of each city and made sure that the right people (not some random Z list celebrity) turned up to our launch events.

What happened

Well, we became part of the city! We had all the tier one and tier two media and influencers come and experience Flight Club in London and then help us shape Flight Club in their cities. We had the press work with us on announcements so that no one was left out. We developed the ‘Flight Club Characters’ bringing the brands’ philosophy of fun, invention, luck and surprise to life (literally, having actors play each role). During the Manchester campaign we increased traffic to Flight Club’s booking areas by 53%, saw 25,000 visit the Manchester page on launch day, and generated 487 pre-bookings in two months. We also generated 76 pieces of coverage, but who’s counting.

What did we learn?

We learnt that in order to get launches right, you needed to involve more than just the brand. You had to bring the audience you wanted to attract along for the ride from the beginning. That meant being honest about teething issues and sharing excitement when things were going well. It meant forming relationships with the right influencers not just the ones with the Twitter Tick. We learnt that just showing up and expecting people to love you, just doesn’t cut it anymore.


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