Gold Coast launches a new $2.5m advertising campaign

Tuesday, February 26, 2019

As part of a new $2.5m advertising campaign, the Gold Coast will be endorsed as a prime family-friendly destination to ‘come and play’, targeted at drawing more Aussie families to the Glitter Strip.

The campaign, which was introduced on Sunday, will promote the Coast as kind of a must-visit spot for all families, with billboards to be put up and advertisements beamed to TV screens in Sydney, Melbourne and Brisbane.

In the new campaign the Coast will be billed as “Australia’s playground”, which will target on the popular theme parks, iconic beaches, tropical rainforests, and dining scenes of the city. Destination Gold Coast has collaborated with Tourism and Events Queensland, Village Roadshow and Dreamworld’s parent company Ardent Leisure to deliver the targeted campaign.

Destination Gold Coast CEO Annaliese Battista explained that the campaign will tell the rest of Australia “there is no better destination for a family holiday than the Gold Coast”.
“We are being unapologetic and bold in playing to Gold Coast’s strength as Australia’s best holiday destination for families, with an offering that’s second to none.”

“By positioning the Gold Coast as Australia’s playground, the campaign highlights the many different ways families can ‘play’ on the Gold Coast – from theme parks, to the iconic beaches, the lush tropical rainforest and the casual outdoor family-friendly dining scene.”

“It’s designed to capitalise on 2018 Commonwealth Games momentum and convert the awareness created during the Games into booking a holiday on the Gold Coast, the home of iconic theme parks and plethora of family-centric attractions and activities.”

Village Roadshow Theme Parks CEO, Clark Kirby stated that the campaign highlight the Gold Coast as the holiday playground of Australia.

“Our theme parks are an iconic part of the Gold Coast and we are proud to work on this campaign which we know will bring visitors to the Coast,” he said.

“At Village Roadshow Theme Parks, we are Australia’s leading theme park operator and there is something on offer for the whole family across Warner Bros Movie World, Sea World, Wet’n’Wild Gold Coast and Paradise Country.”

“With 115 world-class rides, shows and attractions across our portfolio, our parks are a must-do for locals and visitors.”

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