Looking to reach older, active, and socially engaged adults, especially those likely to book cruises? Our bowls club advertising network offers a media-first opportunity for travel brands to tap into a 55+ audience with both time and disposable income. We have a weekly footfall of over 100,000 across 120+ bowls clubs nationwide, where 86% of players are over 55.

This is Active Social OOH at its finest: real-world engagement in the heart of UK bowls clubs, perfect for cruise advertising UK and other over-50s travel campaigns.

Why Bowls Clubs?

• 121 Clubs Nationwide: We cover venues such as Brixham Bowls Club in the south to our northernmost club, Glasgow’s Rutherglen Bowling Club, and all the clubs we cover in-between (and all of the clubs that visit our clubs) ensuring nationwide coverage for your out-of-home for travel brand’s strategy. Check out the map of our clubs here.
• Digital and static options: We have more than 300 A3 posters and over 40 digital screens within grassroots bowls clubhouses.
• Older, Affluent Demographic: An overwhelming 86% of our audience is 55+, the prime market for travel and cruise marketing channels.
• Community Setting: Posters and digital screens in club bars, communal areas, and other social areas see high dwell time, ensuring your message isn’t just noticed, but remembered.

Proven Engagement & Goodwill

• Active Social OOH: Players appreciate ads that fund their clubs, generating authentic goodwill toward advertisers. That’s why we see results like this: Octopus Energy gets 87% brand recall in bowls club advertising research
• Successful Track Record: Across our grassroots sports network, over the last year we’ve delivered big campaigns for some of the biggest advertisers including Adidas and the British Army and AMC Networks’ True Crime TV channel.
• Media-First Opportunity: No one has done a nationwide bowls club push for cruise lines, so your brand is guaranteed exclusivity, and we commit to not displaying any competing travel or cruise ads while you are advertising with us.

Additional Activation Opportunities

• Brand Content Sharing: We can share your offers and competitions via select club newsletters and social channels, ideal for over-50s advertising leads.
• Digital Screens: Showcase scenic cruise imagery or short videos on our screens in up to 25 bowls clubs, an excellent dynamic travel advertising opportunity.
• Community Engagement: Sponsor tournaments or run club promotions, bowls communities love brands that invest in their members.

Why Grassroot Media?

• High-Impact, Low-Clutter OOH: Posters and screens are the only ads in these venues, so your brand stands out.
• Community Goodwill: Clubs benefit from ad revenue, boosting positive sentiment among players.
• Flexible & Fast: Launch in as little as a week, tailoring your campaign’s length and format.
• Real Results: Brands like Octopus Energy saw up to 87% recall in similar networks—proof that bowls club advertising works. You can see what it means to the clubs, and their members, and potentially your brand, here: Real-world impact of advertising supporting grassroots bowls clubs

Ready to Reach Older, Active Travellers?

Contact us at mat@grassrootmedia.co.uk or call 01206 688 358 to learn more.