Gold Coast comes out of the gate with million-dollar campaign

‘Press Play’ campaign to lure big spenders, dinks and singles

The Gold Coast has launched what it describes as an ‘interstate assault’ targeting high spending travellers, singles, and double income earners with no children (dinks) underpinned by a $1 million national advertising campaign spend.

Destination Gold Coast CEO, Patricia O’Callaghan said the ‘Press Play’ campaign is a tactical-led campaign to catch the eyes of holidaymakers from across Australia but with a focus on Sydney and Melbourne.

“We know that while travel remains high on the agenda for Australians and short lead times continue to be a trend, there is still some hesitancy to book interstate as we re-emerge from COVID-19,” Ms O’Callaghan said.

“With aviation connectivity now largely restored and over 100 deals on offer from tours, attractions, dining, and accommodation, we are coming out of the gate strong to position the Gold Coast as a stress-free and memorable holiday destination for families, couples and multi-generational travellers.”

The ’Press Play’ campaign, she said, is all about creating urgency around travelling now with attractive fares and holiday packages to drive immediate visitation and support 4,400 tourism businesses as the organisation works hard with members and partners to aid the rebuild of the local visitor economy.

“Instead of hovering over the book now button, our message to Aussies is to embrace the spontaneity and ‘press play’ on a Gold Coast getaway,” Ms O’Callaghan said.

The month-long campaign will lead with inspiring destination creative and be further bolstered by two aviation partnerships to ensure the Gold Coast is front and centre in the minds of interstate travellers.

“The Gold Coast is dominating the audiences of Virgin Australia and Jetstar this month, with competitive airfares set to generate up to 20,000 inbound seat sales to the region,” she said.

“Whether you’d like to take a dip at QT Gold Coast’s signature striped pool or stand-up paddle at Tallebudgera Creek with Pure Aloha Yoga, hot air balloon over the greenspaces of the Gold Coast or bask in fine dining beachside at The Tropic, the Gold Coast has a plethora of experiences that can’t be replicated anywhere else in the world.“

‘Press Play’ will be promoted across free to air TV, radio, out of home, digital and social media whilst harnessing the extensive network and consumer channels of each aviation partner.

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