Twin Towns Clubs & Resorts has long been an iconic destination for live entertainment, dining, and holiday experiences on the Gold Coast. As a business that relies on attracting both locals and visitors, maintaining brand awareness and staying front of mind is critical to their success.
When the pandemic disrupted normal operations, many venues scaled back their marketing. Twin Towns took a different approach. They recognised that even when doors were closed, it was important that their brand stayed visible in the community and to visitors planning their next trip.
Entertainment Operations Manager, Lachlan Donaldson, explains how Bishopp played a role in that strategy:
“While Twin Towns has always held a relationship with Bishopp, particularly at the Gold Coast Airport location, the drive to expand upon and double down on billboard advertising was driven by the combination of Covid-19 and Bishopp’s expansion and investment in increasing digital assets.
While other businesses were hiding and staring into the fog of an uncertain future, we reviewed the entire way we advertised and spoke to our market. We knew that staying visible, even while not trading, would bear fruit once we re-opened. So we increased our advertising – just simple brand pieces, but pieces that were a constant reminder to all – we’ll be back.”
This decision set the stage for a strong return. When restrictions eased and business reopened, Twin Towns had already laid the groundwork for reconnecting with their audiences.
They amplified this visibility by taking full advantage of Bishopp’s digital airport advertising network at Gold Coast Airport. With thousands of passengers arriving every day, the venue was able to connect with both loyal locals and tourists discovering the brand for the first time.
“And come back we did – once business re-opened, we bought ad space on all the digital screens that were available at Gold Coast Airport. We were already doing the best we could at talking to everyone in the local area, so the airport was that extra link to reach everyone coming to the Gold Coast on holidays that might not know us yet. We made sure Twin Towns was in the spotlight for all to see, on every screen that we could.
Our investment in advertising with Bishopp has been one of the defining factors in the growth of our showroom ticket sales – increasing every year post-COVID.”
For Twin Towns, advertising at the airport delivered consistent exposure to a valuable audience and the results are reflected in their ticket sales growth year after year.
But beyond the effectiveness of the advertising network itself, Lachlan highlights the value of working with the Bishopp team. Building authentic, long-term relationships is central to how our company operates, and for Twin Towns, that has been just as important as the media placements.
“The difference between Bishopp and other advertising groups has always been the reps. We all know sales reps try and create a personal relationship with clients, and all too obviously most of the time it is a transparent sales tactic and insincere. The friendship and care from Bishopp’s team is genuine, sincere and makes all the difference in wanting to continue to build the next chapters of our business partnership together.”
Bishopp’s partnership with Twin Towns is a clear example of the positive impact of staying visible, choosing the right advertising environments, and working with a team that cares about long-term success.