Visit Sunshine Coast (VSC) is working in conjunction with local tourism organisations and chambers of commerce to launch the second phase of the ‘Come to life’ marketing campaign, targeting the surrounding drive market in south east Queensland and beyond.
Building on the region’s ‘naturally refreshing’ branding and the successful roll-out of phase one of the program during 2017, phase two includes seven new 15 second television commercials, a dedicated half hour episode on the nationally-broadcast Queensland Weekender TV program, static and digital billboards throughout Brisbane metro, digital and social media placements and tourism offers redeemable until June 2018.The campaign will run until mid-March highlighting Sunshine Coast local areas including Caloundra, Kawana, Eumundi, Coolum, Maroochydore, Mooloolaba and the Hinterland, targeting Brisbane, Toowoomba and the Wide Bay regions.
‘Come to Life’ aligns with Tourism and Events Queensland’s recent campaign emphasising the amazing tourism experiences available across the state and reflects the Sunshine Coast’s five brand pillars:
• Contemporary beach culture;
• Wonders of nature;
• Innovative food and produce;
• Immersive encounters, and;
“This campaign is a great way to partner with sub-regional groups to increase destination awareness and encourage visitor dispersal from the surrounding drive market,” Visit Sunshine Coast CEO, Simon Latchford, said.
“While we are working to attract a balanced mix of visitors from national and international markets, we recognise that a vast amount of potential visitors are located within a 200k radius of the Sunshine Coast. To the year ending September 2017, the region attracted 3.4 million domestic overnight visitors, of which 2.5 million came from the intrastate market – it remains the region’s ‘bread and butter’ market.
“The aim of the campaign is to emphasise our well known ‘naturally refreshing’ strengths, but also to highlight area’s not as well-known attractions and the incredible diversity of experiences available within the region. Beyond our enviable beach culture is one of Australia’s most renowned food scenes, a vast range of health and wellness activities, adventure experiences and a vibrant arts and cultural sector.
“There are many popular beach destinations along the East Coast, but few can offer such a diverse range of quality experiences that take in both beautiful coastal and dramatic hinterland landscapes.”
Destination Promotion panel member and general manager of Best Western Plus Lake Kawana Hotel, John Orning said the drive market is very important for the region.
“It’s important to show the diversity of experiences that make up the Sunshine Coast and one of the most attractive aspects is that for so many potential holiday-makers, we are only located a short drive away.
“It is very pleasing to see the first promotion of its kind for Kawana – that will not just appeal to leisure visitors, but also day trippers.
“Most importantly, the initiative shows a will to work together to promote the destination under the Sunshine Coast brand first and then individual sub regions and tourism businesses second. We are, after all, competing against many prominent destinations around Australia, and it makes sense to work together,” added Mr Orning.