Australia's favourite playground set to swing to new heights ·

Australia’s favourite playground set to swing to new heights

Destination Gold Coast (DGC) has launched a $2.6m marketing initiative – an extension of its previous ‘Come & Play’ tourism campaign – to lure families to the Gold Coast this winter.

Destination Gold Coast CEO Annaliese Battista said the city’s peak tourism body has doubled down on its efforts to strengthen its position as Australia’s favourite holiday destination with a refreshed campaign.

“We had a bumper Easter and school holidays and we are keen to draw more domestic tourists – our bread and butter – to experience Australia’s playground at a time that is traditionally a softer period for tourism,” said Ms Battista.

“Earlier this year, we went to market with a bold tourism campaign, in partnership with the Queensland Government through Tourism and Events Queensland and our iconic theme parks, targeting families to ‘Come and Play’ on the Gold Coast.

“On the back of the success of the previous campaign and foray into a new evolving brand for the Gold Coast, DGC aims to capitalise on the momentum to ensure the destination remains a must-visit for domestic tourists, a year on from the 2018 Commonwealth Games.”

The revised campaign debuted this week in key visitor markets of Sydney, Melbourne and Brisbane, and continues to highlight Gold Coast’s strengths – its famed beaches and theme parks, nature-based experiences, tropical rainforest and casual family-friendly dining.

“By evolving the campaign creative and splicing experiences, we further cement the city’s status as an endless playground for holidaymakers,” she said.

“The Gold Coast’s core offering underpins our key message to Aussie families, it’s something we are unapologetic about, because it is second to none.

“To reinforce the Gold Coast’s positioning as the ultimate family-friendly holiday destination, we partnered with leading accommodation provider Mantra Hotels, which is now part of the world-leading Accor hospitality group, to entice savvy tourists to escape to the Gold Coast this winter.”

The partnership has seen DGC’s investment surpass the previous $2.5m tourism campaign to reach an unprecedented level of marketing spend for the destination.

Accor Chief Operating Officer Pacific, Simon McGrath, said DGC’s refreshed family campaign is a positive step for the Gold Coast.

“Our collaborative partnership with DGC on this marketing initiative is very important to our business,” said Mr McGrath.

“With 26 properties on the Gold Coast, we have an enviable breadth of family-friendly accommodation options to suit every taste and budget.

“The leisure family market represents a large, growing and high-value market segment for tourism operators on the Gold Coast.

“This campaign capitalises on the Gold Coast’s beaches, theme parks, entertainment and adventure offerings extremely well, which are all proven motivators for family tourism,” he said.

The commercial was first featured throughout Blues on Broadbeach last weekend, as some 180,000 festivalgoers, predominantly tourists, flocked to the Gold Coast’s largest music festival.

The campaign will run until June 28 encompassing free-to air and subscription TV, cinema, outdoor, online and social media.


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