Campaign to entice families on GC holiday

THE GOLD Coast’s family friendly reputation is getting a $2.5 million shot in the arm thanks to a new State-led tourism campaign.

Tourism Industry Development Minister Kate Jones has told the Bulletin the campaign is in partnership with Tourism and Events Queensland, Destination Gold Coast and industry.

It would promote the city as the “ultimate family-friendly destination” to Sydney, Melbourne, Brisbane and New Zealand and is designed to continue momentum from April’s Commonwealth Games exposure, she said.

“This campaign will be targeted at our key visitor markets, using all forms of media, in order to generate higher visitation to the Gold Coast and further boost the economy.

“This campaign will build on that, promoting the Gold Coast as the ultimate family destination by highlighting its beautiful beaches, lush hinterland, the iconic theme parks and the thriving food and wine scene.”

Near the end of the Games broadcast to 1.5 billion worldwide, then Destination Gold Coast executive Dean Gould said the marketing body had immediate post-Games promotional plans.

“If you were putting it in rugby terms, the Games has put us through this enormous gap but there are still 20 metres to the tryline – and you have got to run it,” he said. “You can’t just go, ‘I could have scored then’.”

New Destination Gold Coast CEO Annaliese Battista said it was a “prime moment to really promote the Gold Coast into the southern markets of Sydney and Melbourne”.

“The campaign will target families wanting a great holiday on the Gold Coast, enjoying our beaches, waterways, theme parks, wildlife, hinterland and more.”

The campaign will run from now, with no set end date.