Coast needs to get on brand

THE Gold Coast must use the 2032 Olympics to define its brand on the international stage and lure tourists, according to demographers and urbanists.

The Glitter Strip is known for sun, surf and fun nationally but demographer Simon Kuestenmacher said the city was a blank slate for much of the world.

He said this could be a positive aspect, allowing the city to rebrand itself in the decade leading up to its role co-hosting the Games.

“There is branding within Australia and it’s a bit harder to change as a persisting stereotype but outside of Australia the Gold Coast doesn’t have such strong branding,” he said.

“There is no real stereotype and in Australia we over-estimate how often the world thinks about us, but with every new wave of migration there is a new opportunity to create a perception of things.

“Research shows the branding associated with towns is a gazillion times bigger with Olympics than a World Cup or any other type of event.

“This is the godfather of rebranding opportunities. You have to use this.”

Mr Kuestenmacher said the Gold Coast could experience a 20-year boost from the Games “if it played its cards absolutely perfectly”. Gold Coast tourism bosses have long attempted to broaden the region’s image beyond beaches and theme parks.

Destination Gold Coast in recent years has worked closely with the council and Gold Coast Airport to brand the city as being “famous for fun” and emphasising its family friendly credentials.

Urbanist Kate Meyrick, of Urbis, said it was critical to balance the city’s existing brand with the interests of the Generation Z audience it is trying to attract.

“We don’t want to lose the identity we have for being charismatic, slightly irreverent and all the other elements people understand to be Gold Coast,” she said.

“But Gen Z kids have strong views and ethical opinions about environmentalism and inclusion so how we position our brand has to balance this inimitability that we have developed and increase the sophistication of that while also understanding whether we are and can be and have the bones of brand and reality that will appeal to these next generations too.”

Queensland Airports CEO Amelia Evans said the Gold Coast’s new $500m terminal expansion would help boost the city’s brand.

“Airports play a big impression on things and whatever brand identity we chose, it is important that the airport reflect that narrative too,” she said.

“If we tell the story right, we can show we are more than beaches and theme parks and show off food, travel, and arts.”