The Pumpkin Turns Into Gold
Lion Brewery’s XXXX Gold has acquired the Southern Great Barrier Reef’s Pumpkin Island for the next three years with the 6ha island to now be known as XXXX Island.
Designed to be the ultimate destination for mates’ trips away, XXXX Island will offer Aussies the chance to experience what XXXX Gold terms the ‘good life’ – a relaxing few days where you can do as little, or as much, as you want with activities including fishing, touch footy, beach cricket, swimming in the ocean or simply barbecuing the catch of the day with a beer in hand.
Anna McMillan, XXXX marketing manager said the XXXX Island concept was created to inspire Aussie mates to get together for some genuine ‘mates’ time’: “Really busy lives, often juggling family and work commitments is ever present. We wanted to create something larger than life, something that gave Aussies the chance to get away and hang out with their mates. We know this beautiful island on the Capricorn Coast will do just that.”
Mary Carroll, CEO of Capricorn Enterprise said the XXXX Island campaign was a fantastic, innovative way of destination marketing. “The XXXX Island campaign is a marketing opportunity we could never have created on our own. With such scale behind it, we believe it has the potential to attract people to the area who would not normally have ventured to this part of Queensland or even be aware of what we have to offer on the Southern Great Barrier Reef,” said Ms Carroll.
On hand to help XXXX Gold create and build the ultimate destination for Aussie mates is the XXXX Island team of ambassadors, some of Australia’s best known sporting stars and personalities that include television and radio personalities Jules Lund and Gus Worland, Better Homes and Gardens DIY expert Rob Palmer, former Aussie cricketer and current coach of the Queensland Bulls Darren ‘Boof’ Lehmann, fishing fanatic and former League star Andrew “ET” Ettingshausen, outdoor expert and all-round adventurer Matt Wright, and chippies Duncan Miller and Mark Bowyer, The Two Fat Tradies, best known from The Block TV series.
The island belongs to John and Sonja Rumble,a South African-born couple who bought the island in 2003 for $1.3 million through their business, Sojourn Properties P/L. They then gave Pumpkin Island to their son, Wayne, for his 27th birthday, which he now runs with his partner, Laureth Craggy.
Mr Rumble believes the team at XXXX Gold will be excellent custodians of the island over the next few years. “It was fundamental that we protected the island’s integrity and what we have built and established on the island over the last few years and for the future.
“We believe this is a great opportunity for the island that will not only bring more people to the area but will provide additional jobs and support the local community over the coming months and beyond,” said Mr Rumble.
Before it officially opens in October, the team behind XXXX Island will be asking Aussies to share their thoughts via the website on what would truly make the island the ultimate destination for those who love the good life. Those Aussies with the best ideas will be in the running to earn a trip for them and three mates to the island valued at $10,000.
The XXXX Island campaign will be supported across multiple touch points including TV advertising and in-program integration, online, social media, PR as well as through on-pack and on-premise promotions nationally.
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