Media & Blogger Relations, Launch Activation, Strategy & Counsel, Influencer Engagement


Whistle Punks, urban axe throwing, had captured the competitive socialising zeitgeist and secured high profile attention for previous openings in London, Birmingham and Manchester.

Following investment from Edition Capital, the brand is looking to expand with new venues throughout the UK.

Bristol was to be its fourth venue for the brand and with capacity for 70 players, its largest so far by some margin.

Housed in a former nightclub on All Saints Street in the City Centre, this venue was the first site to be custom built for the company. What’s more the brand would partner with Pizzarova for the first time to provide onsite F&B.


A new kid in town

Whistle Punks wanted Public Relations support pre, during and post opening to ensure a successful market entry in Bristol.

They wanted to make an impression on consumers and local businesses to secure bookings in the run up to the lucrative ‘Axemas’ period. To do this, Whistle Punks needed a partner who not only knew the city, but lived it.

The ability to get the message out to B2B and B2C markets was essential, as well as having the right balance of pre-planned activity and opportunistic  wins.

Ultimately, Whistle Punks wanted something above and beyond the normal launch approach that would excite audiences, bring in the punters and ensure its arrival in Bristol  had impact.

Getting the word out

Our activity took the shape of an integrated marketing campaign,  which included media and influencer relations, event activation and delivering user generated content to support Whistle Punks’ social media channels with fresh content.

We worked in collaboration with the marketing team at Whistle Punks on plans for the event,  AMBITIOUS PR providing local market direction, inputting to the event strategy, curating the guest list and the local team delivering event execution.

Throughout the campaign, we provided counsel and support to ensure business objectives were reached and that the expectations of those who were among the first to try urban axe throwing in the city were met.

Media relations:

AMBITIOUS introduced Whistle Punks to key regional media spread across business and lifestyle press, utilising a number of key tactics including:

  • Targeting Xmas Gift Guides
  • Features around Office Xmas parties, promoting ‘Axemas’ party packages
  • Pushing the business story of inward investment, regeneration of Broadmead shopping centre and benefits to local economy

We also brokered a number of commercial opportunities for advertorial within key press.

Press Trip:

To generate a buzz online, in the build-up to the launch, AMBITIOUS invited a select group of journalists and influencers to London to Whistle Punks’ venue in Vauxhall. A hugely successful trip, we gained hero editorial coverage as well as great social media engagement.

Launch activation:

AMBITIOUS curated the guest list and supported the client to organise two separate launch events:

Influencer Preview Event:

An exclusive event with a curated guestlist comprising of micro influencers, vloggers, bloggers and key networks in the city. The guests were the first to try urban axe throwing at the Bristol venue, sampling tasty delights courtesy of Pizzarova and the fully stocked bar.  We provided plenty of opportunities for influencers to charge their own feeds with vlogs, blogs, Instagram stories and social media posts.

Launch Party:

We gathered business decision makers and leaders from across the city, along with our own extensive network of contacts to ensure an enviable guest list for the launch party. Guests were coached by Whistle Punks’ instructors before competing for the axe-throwing crown, while enjoying Pizzarova’s finest sour dough creations and bar.

Positioned Whistle Punks as an exciting new entrant into Bristol’s competitive socialising scene:

  • Secured user generated content from social influencers, blogs and vlogs that Whistle Punks has been able to use as evergreen social content for a number of months
  • Surpassed press coverage targets across key media, including BBC Radio Bristol, Bristol Life, B24/7 and national coverage in The Times
  • Exceeded attendance target for Influencer Preview Event by over 200%
  • Over 250 Instagram stories were created mentioning Whistle Punks during the Influencer Preview Event
  • Combined following of over 220,000 for the influencer guest list
  • Venue capacity reached for the main launch event