Adventure Leisure came to Katapult for help on evolving their adventure golf brand, ‘Mr Mulligan’, as well as supporting the opening of various new indoor venues across the UK. They wanted to create a brand that would increase interest and spend per head among adult and adolescent friend groups. They wanted to use this new brand to improve the look and feel of their physical venues and digital footprint.
To accommodate a more mature target audience, we introduced a stronger tone of voice and different dimension to the brand, causing more intrigue and mystery – thus creating an identity to cater to a wide and varied audience. The story of Mr Mulligan is that he is an explorer that travels lands near and far, and other universes. Upon his return to earth he decides to tell his tale in the form of adventure golf centres.
Previously, Mr Mulligan was a physical figure that interacted with the children as part of the golf course. To appeal to an older audience we removed that physical figure and made him more of a mystery, allowing visitors to let their imagination dictate who Mr Mulligan was. As part of transforming this brand we created collateral across all the Mr Mulligan centres in the UK.
BRAND EXECUTION & DESIGN
The new brand was rolled out incrementally to each new venue, alongside Adventure Leisure’s ambitious expansion plans. We produced the graphics that were used as external signage for the venues, internal wayfinding and other physical collateral such as branded party invitations and information flyers. We also helped bring the vision to life for the newly-themed attractions. This included designing the assets required to showcase their new ‘Space’ and ‘Lost World’ concepts, as well as promotional videos to launch the new venues.
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The brand, themes and launch campaigns helped support the opening of four new venues across the UK – Bournemouth, Basildon, Cheltenham and Newcastle. Cheltenham, in particular, saw considerable interest with over 500,000 website impressions before launch day resulting in the venue being “inundated with thousands of enquiries”.
Mr Mulligan brand has continued to be one of the leading brands in the UK’s adventure golf market, with 12 venues. Their venues average 4* on Trip Advisor with their newest attractions featuring in the ‘top 10 things to do’ in their respected cities.