Selling our fun factor

THE Gold Coast’s tourism marketing body is doubling down on its move to hype city theme parks, beaches and fun factor with a new $2.6 million winter promotion.

Destination Gold Coast plans to bombard Australia with TV ads continuing to highlight its new “Come and Play” slogan. It introduced the catchphrase in February with a $2.5 million ad spend.

The new winter marketing campaign – which started with a video ad playing to visitors here for Blues on Broadbeach last weekend – re-emphasises the Gold Coast as “Australia’s favourite holiday destination”.

It features Sea World dolphins, Dream World tiger cubs, rainforests, beach vistas from Peppers Soul in Surfers Paradise, surfing and swimming fun for families.

Destination Gold Coast CEO Annaliese Battista, revealing it to the Bulletin yesterday, said: “We are keen to draw more domestic tourists – our bread and butter – to experience Australia’s playground at a time that is traditionally a softer period for tourism.”

Ms Battista added it would “further cement the city’s status as an endless playground for holidaymakers”.

Destination Gold Coast has partnered with city accommodation giant Mantra Hotels, now part of global Accor group, for ads.

Accor’s Pacific chief operating officer Simon McGrath said the refreshed family campaign was a positive step. “The leisure family market represents a large, growing and high-value market segment for tourism operators on the Gold Coast,” Mr McGrath said.

“This campaign capitalises on the Gold Coast’s beaches, theme parks, entertainment and adventure offerings extremely well, all proven motivators for family tourism,” he said.