Gold Coast gets playful with new campaign

Destination Gold Coast has launched the Play The Day Away campaign on May 25 to showcase the breadth of destination offerings.

To convert pent-up demand for travel into Australia’s favourite holiday playground, Play The Day Away blends elements of musical, singing and dancing to promote the Gold Coast’s well-loved venues, places, and experiences in a new way, while casting a spotlight on the discovery of other lesser-known locations.

Destination Gold Coast launches the Play The Day Away campaign to showcase the destination’s offerings

Destination Gold Coast CEO Patricia O’Callaghan said: “Destinations are investing millions of dollars globally into marketing campaigns to attract visitors, so we knew we had to do something different to cut through an exceptionally crowded market.

“That’s why we have chosen to use the energy of dance and song in this campaign to showcase the Gold Coast in a way that has never been done before.”

She added that after two years of lockdowns, disrupted travel plans and cancelled holidays, the need to have fun and the desire to travel again is stronger than ever. Play The Day Away provides travellers with a window into the Gold Coast’s playful personality.

“Through this campaign we will not only broaden perceptions of the region among interstate families, couples, and friends but also get our core interstate visitors of Sydney and Melbourne to reappraise the Gold Coast as their top holiday destination,” she shared.

There are eight experiences, products, and locations from across the Gold Coast featured in the campaign, including The Pink Hotel Coolangatta; Greenmount Beach, Coolangatta; Warner Bros. Movie World; The Tropic, Burleigh Pavilion; O’Reilly’s Rainforest Retreat, Lamington National Park; QT Gold Coast, Surfers Paradise; Q1, Surfers Paradise; and Surfers Paradise Beach.

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