COOL TOURISM PUSH

DESTINATION Gold Coast will spend nearly $2m selling the city as a winter wonderland to travel-starved Australians.

The new winter campaign will launch on Sunday, pitching the famous beaches, hinterland and theme parks as the antidote to the cooler weather down south.

Destination Gold Coast CEO Patricia O’Callaghan says the campaign targets families and over-50s.

THE Gold Coast’s peak marketing body will spend nearly $2m selling the city as a winter wonderland to travel-starved Australians.

Destination Gold Coast’s new winter campaign will launch on Sunday, pitching the famous beaches, hinterland and theme parks as the antidote to the cooler weather in the southern states. It will be aimed at Sydney, Melbourne, Newcastle, Hobart, Perth, Adelaide and even Brisbane.

Destination Gold Coast CEO Patricia O’Callaghan said the continued recovery of the city’s biggest industry from the COVID-19 downturn depended upon boosting visitor numbers during the traditionally quiet winter months.

“This $1.75m campaign will support Gold Coast’s visitor economy in the lead-up to and during winter, which we know is traditionally a softer travel period, to safeguard our status as a preferred holiday destination,” she said.

“We know through our insights that there is more than just a pent-up desire to travel. There is pent-up demand to play and reconnecting with family and friends is so important for our wellbeing.

“Targeting families and over-50s, the campaign plays into the nostalgia of multigenerational getaways supported by more than 100 unbeatable accommodation, tour and attraction deals.”

The seven-week campaign will feature outdoor signage, television and digital and social media advertising.

There will also be a two-day stall at Sydney’s Westfield Parramatta Centre Court in May, during which 10 Gold Coast tourism operators will spruik their products, holiday deals and the city itself.

The Coast’s $6bn tourism sector lost more than $3.2bn in 2020 as a result of pandemicenforced border closures shutting the industry down. Its recovery is forecast to take years, with widespread international travel not expected to resume until mid-to-late 2022.

Ms O’Callaghan said a multi-pronged approach to recovery was critical to resurrecting the industry.

“The Gold Coast continues to top the list as a preferred holiday destination on booking engines and this is backed up by consumers voting with their feet, seeing us as the leading beneficiary of the federal government’s halfprice flights scheme,” she said.

“With some 200,000 flights to date sold to the Gold Coast, it is initiatives like this that will drive visitors into the region coupled with increased aviation connectivity and cutthrough destination marketing.

“The campaign invites our southern neighbours to ‘come and play’ in the Sunshine State and swap a cold commute to work for a memorable holiday in Australia’s favourite playground.”