Gold Coast steps up domestic courtship with million-dollar campaign

Destination Gold Coast has launched a month-long campaign, titled Press Play, to lure Australians travellers and make up for two years of domestic travel disruption.

The NTO is particularly keen on courting high-spending travellers and working adults from around Australia, particularly Melbourne and Sydney.

The Press Play campaign aims to encourage Australians travellers to visit the Gold Coast

Destination Gold Coast CEO Patricia O’Callaghan said Press Play is a tactical-led campaign that builds on “creating urgency around travelling now” and that encourages Australians to “embrace the spontaneity” in booking a Gold Coast getaway.

To drive immediate visitation, Press Play pulls together attractive fares and holiday packages from 4,400 tourism businesses.

“We know that while travel remains high on the agenda for Australians and short lead times continue to be a trend, there is still some hesitancy to book interstate as we re-emerge from Covid-19,” she said in a press statement.

“With aviation connectivity now largely restored and over 100 deals on offer from tours, attractions, dining, and accommodation, we are coming out of the gate strong to position the Gold Coast as a stress-free and memorable holiday destination for families, couples and multi-generational travellers.”

O’Callaghan said the campaign will be bolstered by two aviation partnerships to ensure the Gold Coast is in the minds of interstate travellers. Both airlines will offer competitive airfares that are set to generate up to 20,000 inbound seat sales to the region.

Jetstar’s role in Press Play is funded by the Australian government, as part of the Recovery of Regional Tourism Program, an initiative of the country’s COVID-19 Relief and Recovery Fund.

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