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Gold Coast tempts travellers with “Sneeky Mid-Weeky” deals

Experience Gold Coast Launches innovative campaign to boost mid-week travellers

Experience Gold Coast has unveiled an innovative tourism campaign, Sneeky Mid-Weeky, aimed at enticing travellers to experience the magic of mid-week getaways on the Gold Coast.

This initiative, in collaboration with a variety of activities and attractions, seeks to expand the appeal of the Gold Coast by highlighting the unique opportunities available to mid-week travellers.

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The Sneeky Mid-Weeky campaign is strategically targeted at holidaymakers with flexible schedules, including solo travellers, couples, groups of friends, and parents seeking a kid-free escape. By offering enticing bookable deals across accommodation, airlines, and experiences exclusively for mid-week travellers.

Experience Gold Coast CEO John Warn said the brand-new campaign aims to increase Monday to Thursday visitation by driving conversion through compelling mid-week deals.

“In an exceptionally competitive travel market, Sneeky Mid-Weeky is designed to not only surprise and delight our largest interstate markets with cut-through messaging and exclusive offers, but also to expand into a lucrative new market segment of travellers without kids,” Mr Warn said.

“Travellers without kids are one of the fastest growing domestic visitor segments. In fact, since 2010 the national market share has grown over 98 per cent and in the last year alone this segment had a solid 40 per cent share of national overnight holiday visitors.

“While the Gold Coast remains popular on weekends and school holidays, our single biggest growth opportunity domestically is to unlock mid-week travel.

“Deploying this tactic in Sydney and Melbourne not only ensures the Gold Coast smooths demand as a year-round destination of choice but also helps to drive a more sustainable visitor economy overall.

“With the intent to turn Sneeky Mid-Weeky into a verb, the Gold Coast will soon be synonymous for a mid-week trip.”

The extensive interstate campaign will be promoted over coming months across out of home, broadcast, social and digital media, and display advertising.

The Star Gold Coast’s Director of Hotels and Residences Steven McPharlin applauded the Sneeky Mid-Weeky initiative.

“The Star is thrilled to help kick-start this campaign and our team has designed an exclusive dine and stay package with wide-ranging appeal, whether looking for an adventure or a more restful mid-week getaway.

“We are proud to continue to contribute to the city’s visitation economy providing thousands of jobs as well as delivering memorable guest experiences that will keep our beautiful city top-of-mind as a world-class tourism and entertainment destination all year round.”

Sneeky Mid-Weeky is supported by Tourism and Events Queensland through the Contestable Funding Program.

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