A newcomer to tourism, one Queensland business owner found the perfect partner in Bishopp to help reposition their brand and drive real growth.
Entering the tourism space in Southeast Queensland is no small feat — especially when you’re starting with a business that has previously limited promotional efforts. But for Chris Paine, Director of Gold Coast Indoor Shooting Centre, that challenge became an opportunity.
With over 30 years of experience in manufacturing, construction and hospitality, Chris had never needed to advertise in a highly competitive consumer-driven environment. That changed when he stepped into tourism and realised that his previous marketing approaches weren’t going to cut it.
Rebuilding a Business in a Crowded Market
While the Gold Coast Indoor Shooting Centre had been operating for some time, it had previously suffered from minimal promotional effort. “There had been a bare minimum of active promotion and a completely lacklustre approach to customer engagement,” Chris explained.
It quickly became clear that the business needed to reintroduce itself to the market. “We needed to create awareness of our product from the outset,” Chris said. “Our approach to promoting the business was dated, and without experience or guidance, we knew we had to seek support.”
Turning to Outdoor Advertising
After researching several options, billboard advertising stood out as a high-impact solution. With strategic placement in high-traffic areas across the Gold Coast and Brisbane, out-of-home (OOH) advertising offered a way to grab attention and make a bold impression.
That’s where Bishopp and their Gold Coast Account Executive, Michael McCann, entered the picture.
Strategy, Support, and Simplicity
Chris describes his experience with Bishopp as transformational. “Michael listened to our ideas, then explained how we should rethink our strategy to take a more contemporary approach to advertising.”
Rather than offering a one-size-fits-all campaign, Michael tailored a complete solution that included:
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Creative support: Gold Coast Indoor Shooting Centre worked with Bishopp’s skilled graphic designers who elevated their messaging and helped the creative pop on billboards.
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Location targeting: Michael selected billboard sites in strategic Gold Coast corridors to ensure visibility with both tourists and locals.
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Value-driven media buying: He negotiated highly competitive rates, giving Chris confidence that their budget was being invested wisely.
“Michael became our one-stop, go-to guy for all our needs,” Chris said. “His enthusiasm, availability and down-to-earth approach made a real difference.”
Measurable Success and Customer Feedback
Since launching their billboard campaign, the business has seen tangible benefits and they’re doubling down on the strategy.
“We are now engaged on multiple platforms and are expanding rapidly,” Chris said. “Due to the success and customer feedback from our billboard advertising program, we are now allocating more resources into this area for the rest of 2025.”
The impact of Bishopp’s relationship with Gold Coast Indoor Shooting Centre is clear. Increased customer awareness, improved perception, and a renewed sense of brand confidence have all been outcomes of the collaboration.
Why Billboard Advertising Works for Tourism Businesses
In highly-competitive tourism regions like the Gold Coast, standing out is everything. Billboards deliver unmatched reach, with some locations recording hundreds of thousands of impressions per week, according to OMA’s MOVE audience measurement data.
Whether it’s locals planning a weekend activity, interstate tourists looking for new experiences, or day-trippers from Brisbane, the power of physical presence on a billboard delivers more than just views – it drives action.
And for an indoor shooting centre with a unique offering, that visibility was crucial.
A Partner Worth Recommending
Chris doesn’t hesitate to recommend Bishopp to other businesses looking to raise their profile.
“Our relationship with Bishopp Outdoor Advertising will continue to grow,” he said. “If you’re on the Gold Coast, Michael McCann is the only billboard advertising contact you need to know.”
Bishopp’s personalised approach, industry knowledge, and regional network gave Chris the tools to not just market his business, but completely reposition it.
Ready to Amplify Your Business?
At Bishopp, we pride ourselves on more than just billboard placements. We’re here to help businesses build lasting visibility, connect with the right audience, and grow with confidence.
Whether you’re an established business looking for new growth channels or a newcomer in need of strategic support, we’ll work with you to design a campaign that delivers.
Let’s talk about how outdoor advertising can work for your business. Contact us today or reach out to our local experts to get started.