Flight Club launches in Sydney via Born
Sydney’s CBD has been transformed into a dart gallery to mark the launch of Flight Club, the home of social darts.
Executed by creative agency Born, the campaign consisted of an outdoor exhibition of over 30 classic artworks, such as the Mona Lisa.
Born’s strategy director David Coupland, said: “Our strategy was quite simple: Flight Club is reimagining darts in culture, so we wanted to reimagine culture with darts.”
The eye-catching designs were displayed across 80 bus shelters and street furniture locations across the city for one week.
“Our goal for the campaign was to create anticipation, intrigue, and a sense of exclusivity around the venue. We didn’t want to give too much away. We wanted people to take action and discover the venue themselves, so we designed a deliberately intriguing CTA asking viewers to Unleash their Inner Dart-ist alongside the opening date.”
The campaign proved successful, generating a 706.25% increase in organic search, a 2296% increase in direct channel traffic, an 84% increase in organic search traffic, a 173% increase in direct traffic, and a 50% increase in referrals.
Since launching in London in 2015, Flight Club has taken the social darts global. With its franchise partners, State of Play Hospitality and NightOwl Entertainment, Flight Club has launched in venues across the USA and Australia. 2024 marked a significant achievement, with 500 million darts thrown since launching.
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