Goldie goes after oldies in marketing first

Destination Gold Coast has launched a $2 million domestic marketing campaign designed to entice mature Australians to the southern Queensland tourism hotspot.

After two family-centric campaigns last year, the Gold Coast is inviting high-spending over 50s to reconsider the region as a holiday option by highlighting its lesser-known experiences.

The tourism push is a first for the Gold Coast and is intended to appeal to the young at heart by showcasing a range of activities appealing to the travel preferences of the middle aged.

“They tend to prefer quieter periods for travel that are less crowded and more favourable to multifaceted families and couples,” said Destination Gold Coast CEO Annaliese Battista.

“Walking around to explore, going on tours and visiting natural attractions and parks, local markets and eating local produce are some of the top activities that this demographic love to do, so our creative complements these core aspects.”

Battista says the aim is to grow the Gold Coast visitor economy by continuing its focus on attracting High Spending Travellers (HSTs).

“The 50+ market represents Australia’s most rapidly growing demographic by expenditure, and therefore the biggest opportunity to grow our domestic market share,” she said. 

“There is a higher proportion of HSTs aged 50+ compared to younger age groups and these travellers tend to holiday more frequently, spending upwards of $5,000 on average each year.”

The campaign plays up to the segment’s “zest for life and love of travel”, according to Destination Gold Coast.

“Research shows that this group desire holiday experiences that prioritise relaxation, time with their partner and comfort as important reasons for choosing to visit the Gold Coast,” said Battista.

The Gold Coast has traditionally specialised in servicing family travel groups predominately 15 to 49-year-olds but is looking to tap into “notions of childhood nostalgia” by offering options for multi-generational family getaways. 

The nine-week campaign, commencing 2 February, will target the key source markets of Sydney, Melbourne and Brisbane.

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