Twenty1 Dining Room & Bar

Bringing back the classic and notorious nightlife of New York circa the 1970's, Twenty1 Dining Room & Bar has set the benchmark for modern Gold Coast nightlife. The 5-Star venue located at 21 Orchid Avenue, Surfers Paradise has recently been renovated, extending the club to now include a separate lounge bar with open air deck. Whether you visit the bar for Ladies Night, Wednesday Salsa Night or their new Sunday Recovery Session, you are guaranteed to be blown away by the glamour and sophistication.

Problem

Twenty1 Dining Room & Bar wanted to deploy a marketing program that was holistic and aligning with their image. A key problem of the nightclub scene on the Gold Coast is that all competitors subscribe to a single approach to promoting their venues and somewhat of an ‘it has worked this way forever, so why change now' mentality. Because of this, Twenty1's website looked like its competitors, their online presence was not optimised and their site was not promoting their image of sophistication and grandeur. The venue wanted to enhance promotion of their various events to members.

Objective

• Create an engaging end-user experience
• Assist rebranding to set the club apart from direct competitors
• Increase brand awareness
• Get more clients in the venue

Solution

The hive.net.au team customised a marketing solution for Twenty1 Dining Room & Bar to include web development, web hosting and a range of digital marketing techniques to be supported by their current offline activities.

We redesigned the existing website to project a ‘velvet and lace' theme to promote the club's image. The updated look and feel was the basis for bringing together the rest of their marketing mix - with the new site integrating simple navigation so visitors can easily access event information, latest restaurant menus and also photos from past event nights. User interactivity is also enhanced by social media profile streaming, allowing visitors to communicate with the venue through Facebook directly from the site.

The hive.net.au team works with Twenty1 Dining Room & Bar on an ongoing basis, by providing a customised package of services and support. We print business cards and VIP entry cards designed by their graphic designer. The nightclub also deploys regular hiveMAIL & hiveSMS campaigns to keep in touch with their members and advise of upcoming events. During the lead up to the unveiling of the Deck @ Twenty1, the venue used a number of hiveMAIL email marketing campaigns to generate interest and attendance at the opening event.

Results

The nightclub and lounge bar were at maximum capacity the night of the unveiling of the Deck @ Twenty1 - and client numbers have been steadily on the increase since the launch of the new twenty1.com.au and regular hiveMAIL and hiveSMS campaigns have been deployed.

Testimonial

Adam and Dianna have a wealth of knowledge and creative innovation that I am yet to find at any other marketing agency.  Their support and assistance from our initial meeting has been fantastic!  It has been great to have all of our marketing endeavours managed by a single firm as I can just pick up the phone and bounce ideas off the hive.net.au team.  They really keep up to date with the latest technological developments and applications which has given Twenty1 a competitive advantage.  The range of hive.net.au digital marketing techniques allow us to keep in touch with our clients easily and regularly.

Ash Chittick - Marketing Manager

Twenty1 Dining Room & Bar, Surfers Paradise, Gold Coast