Visit Sunshine Coast launches world’s first solar powered destination ad
Sunshine Moments campaign aimed at encouraging visitors to find their own ‘Sunshine Moment’
In a world-first, Visit Sunshine Coast (VSC) has harnessed the power of its region’s namesake – sunshine – to film its latest campaign ad, ‘Sunshine Moments’.
Filmed using solar power in nine locations across the Sunshine Coast, VSC CEO, Matt Stoeckel said the campaign aims to show visitors that on the Sunshine Coast sunshine is not just a physical thing, it’s a feeling.
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“Here on the Sunshine Coast we’re both sunny by name and sunny by nature, with the campaign inviting visitors to come here and find their Sunshine Moment,” he said.
“There is no shortage of incredible experiences to be had here, from eco adventures that will get you back to nature to paddock to plate dining experiences, adrenalin inducing tours and rainforest retreats, meaning no matter what makes you happy and energised, you’ll find it on the Sunshine Coast.
“Sunshine Moments is all about sharing these experiences that make the Sunshine Coast so special with holiday makers, and giving them the freedom to come here and do what they love and cherish those moments that matter to them.”
Mr Stoeckel said the decision to film the ad using sunshine from the Sunshine Coast reflected the destination’s sustainability credentials.
“The Sunshine Coast is the only destination in the world where three UNESCO Biospheres sit side-by-side, and everything we can do to support the ongoing sustainability of our destination, whether it be big or small, can make a difference,” he said.
Citing Expedia Group’s recent 2022 Sustainable Travel Study, which found a staggering 90 percent of holiday makers are looking for sustainable options when travelling, Mr Stoeckel said the Sunshine Coast is home to some incredible examples of eco-tourism operators.
“Part of this campaign will be about giving these operators a platform to share their sustainable practices and attract like-minded travellers,” he said.
To best capture the essence of the destination, Sunshine Moments was also filmed using those who really know a thing or two about Sunshine Moments, the Sunshine Coast locals.
“Real people, real experiences, real nature and real authenticity is at the heart of what makes the Sunshine Coast so special,” Mr Stoeckel said.
The campaign is well timed to capitalise on strong demand for the destination reflected in the recent National Visitor Survey for the year ending June 2022 which showed record overnight visitor expenditure for the Sunshine Coast, a total of $3 billion, up 8.4 percent compared to the same time period in 2019.
“We have a lot of confidence that Sunshine Moments will connect with travellers and importantly see us get back numbers of more than 1 million interstate visitors that we had prior to the pandemic,” Mr Stoeckel said.
Sunshine Moments will be rolled out in Queensland, New South Wales and Victoria across multi-media platforms including Facebook, Instagram, WeAre8, Broadcast Video on Demand (BVOD), YouTube pre-roll, Programmatic Display and Native Tiles.
Underlining the sustainability element, the campaign’s production crew, Light + Shade, utilised a portable 5kw solar generator powering everything from their cameras, laptops, battery chargers and even hair dryers.
VSC worked with EarthCheck to determine any additional greenhouse emissions from the shoot across road travel, accommodation and waste sent to landfill that was not able to directly use solar power, engaging Reforest to remove these emissions.
The crew and local talent involved in the shoot also took steps to travel sustainably across the destination, with VSC working through the company’s Earthcheck and Reforest to remove any emissions generated from aspects of the production that were unable to be solar powered.
Mike Parker-Brown is a UK-trained and qualified journalist and an award-winning travel communicator with more than 30 years experience.
Since 2002, Mike has worked as a freelance writer and PR consultant providing his services to major organisations in Australia and internationally in the tourism, aviation, hospitality, recruitment and export marketing sectors.
