IT’S WHAT WE DO BEST
Tourism pitch thumbs up
THESE are images from a new $2.5m tourism campaign to sell the Gold Coast.
It moves away from the controversial ‘We are Gold Coast’ campaign to play to the city’s strengths: its theme parks, family fun and beaches.
A LEADING critic of the Gold Coast’s now-defunct tourism campaign has welcomed the city’s new back-to-basics campaign.
Destination Gold Coast has launched a new $2.5-million campaign aimed at the domestic tourism market in a bid to win back lapsed visitors.
Primarily focused on theme parks and attractions, it is promoting the Gold Coast as Australia’s playground.
It’s music to the ears of departing Village Roadshow CEO Graham Burke who branded a previous ‘We are Destination Gold Coast’ campaign as being “so bland it might as well be Hobart”.
Mr Burke last night told the Gold Coast Bulletin he was glad to see the back of it.
“This is absolutely brilliant and it shows a massive point of difference for the Gold Coast from NSW, Western Australia and Victoria,” he said.
“I think those states will look at it with great envy so they can eat their hearts out.
“What we have as a tourist destination is unique.”
Billboards and television ads will be run in major cities across the country
Destination Gold Coast chief executive Annaliese Battista said the campaign would play to the Glitter Strip’s strengths and take it back to a place it could own.
“People traditionally think of the Gold Coast’s competitors as other beach destinations but we know that when people are considering coming here they also think of Melbourne and Sydney,” she said.
“This is just the first step and we have sensational offerings which cannot be equalled in Australia or the rest of the world. We are being bold and unapologetic about who we are and what to live up to the promises we make and deliver on them.”
Mayor Tom Tate welcomed the campaign.
“A key rule of marketing is to focus on your strongest attributes and our family-friendly nature, theme parks and value-for-money appeal has long been a selling point for our city for decades,” he said.
“I applaud those behind this campaign and look forward to seeing millions of happy families enjoying what us locals get to do everyday here on the Gold Coast.”
THIS IS ABSOLUTELY BRILLIANT AND IT SHOWS A MASSIVE POINT OF DIFFERENCE FOR THE GOLD COAST
GRAHAM BURKE