Destination Gold Coast has rolled out a new digital campaign to showcase the Gold Coast attractions, tours and experiences to Brisbanites, targeting commuters in the CBD and surrounding suburbs.
The geo-targeted adverts feature social media placements and 42 digital billboards across high-traffic areas and roads throughout Brisbane.
Destination Gold Coast CEO Patricia O’Callaghan said the marketing activity is aimed at enticing Queenslanders back to the Gold Coast as restrictions in Queensland continue to ease.
“Gold Coast’s status as a safe and spacious family destination is a priceless attribute that continues to attract Queenslanders and is instrumental for our recovery in both the short and long-term,” she said.
“We’ve seen Gold Coast operators and businesses giving it their all during what has been an exceptionally challenging 18 months for tourism, and we can’t wait to welcome visitors back once again after an estimated A$550 million (US$398 million) was wiped from our economy in the last two months.
The billboards feature 110 key experiences which have been specially designed to include the driving time from the site location to the Gold Coast, O’Callaghan added.
The four-week billboard campaign will be visible to an estimated one million people each week until September 12.
To support businesses struggling due to interstate Covid lockdowns, Destination Gold Coast has also launched the A$3 million Play Money Rewards programme, funded by the City of Gold Coast. The programme provides Gold Coast residents with 60,000 vouchers worth A$50 each to spend at eligible Gold Coast businesses from September 16.
Gold Coast businesses can now apply to be part of the programme here. Eligibility criteria includes operating tours and attractions (including arts and culture experiences), accommodation, restaurants, and local retail businesses. Applications close 17.00 AEST, August 27.