Published on : Thursday, June 15, 2017
Gold Coast is being supported by the head of the tourism marketing head of the country and its revolutionary campaign – “live like a local”. It’s however being considered that the campaign will break new ground for the city.
John O’Sullivan, managing director of Tourism Australia visited the Coast yesterday. He said that the rebranding of the city tourism was on the right track. Its mirrored themes are being pushed by the national body.
Earlier this year, the Gold Coast Tourism campaign was launched in a bid to discard the one-dimensional Glitter Strip image. It also intended to focus on promoting a lively dining and lifestyle culture and features locals relishing the things they love! Mayor Tom Tate and Mantra hotels boss Bob East are some of the key supporters of this project. But an associated promotional booklet with slight reference to theme parks was criticized severely by Graham Burke, Village Roadshow theme parks CEO as he says “so bland it might as well be Hobart”.
Mr O’Sullivan also explained that their research portrayed dining, value for money and safety plays a major role in destination choice. He said, ‘we love it because it really goes to where we have taken the country to. The Gold Coast has an amazing story to tell on food and wine.” Mr O’Sullivan confirmed that the new campaign would remove complacent attitudes of the visitors. He said, ‘one thing we all combat, particularly with the New Zealand market, is overcoming complacency by customers.’