The largest-ever tourism push to promote the Gold Coast urges Aussies to Come Back and Play, as part of Destination Gold Coast’s (DGC) latest campaign launched to further springboard economic recovery.
The A$3.5 million (US$2.5 million) promotion is the second iteration of DGC’s Come Back and Play campaign, which first launched in June encouraging Queenslanders to explore their own backyard.
DGC chairman Paul Donovan said that the campaign aims to inspire Aussies to turn their holiday dreams into reality, ahead of the reopening of Queensland’s border slated for November.
“Come Back and Play represents the largest multimillion-dollar investment in the domestic market to entice high-spending travellers to indulge in a well-deserved holiday in Australia’s favourite playground,” he said.
Donovan added: “As restrictions are further relaxed and travel confidence continues to grow, we are investing responsibly in markets that we can dial up or down to ensure maximum benefit for every tourism dollar spent.
“The addition of interstate holidaymakers from key markets is anticipated to deliver a much-needed boost to revive Gold Coast’s A$6 billion tourism economy. We know many people will be looking to reconnect with family, friends and loved ones after what has been an incredibly challenging year.”
The eight-week campaign will be rolled out in bursts throughout Brisbane, regional Queensland, ACT and South Australia, followed by New South Wales (November 8), on free-to-air and subscription TV, radio, outdoor digital billboards, cinema placements, as well as digital and social media.
Featuring experiences from poolside relaxation to visiting iconic theme parks and nature-based experiences, the campaign aims to drive visitation through to summer.
Accor has rolled out 42 accommodation deals across 23 of its properties on the Gold Coast, as part of a partnership with DGC under the campaign.
The Come Back and Play campaign will be supported by a 32-page printed supplement to be included in metro publications across Brisbane, Sydney and Adelaide from November 8.