The Gold Coast is challenging the rest of the country to tap into the city’s energy and love of life, with an invitation to Get Up and Gold Coast.
Unveiled today by Experience Gold Coast, the new multi-channel destination attraction campaign is the first for the city in almost five years and invites visitors to explore an evolved holiday destination that’s truly come of age.
Created by Chimera Project and produced by Roam Films, the integrated media campaign will run across film, outdoor, earned, digital and social channels – supported by a playful interstate outdoor activation.
Experience Gold Coast CEO John Warn said Get Up and Gold Coast is part invitation, part challenge to visitors.
“To ‘Gold Coast’ means to tap into our city’s uniquely positive energy and find those wonderful moments – big and small – when you love life,” Warn said.
“The campaign has a compelling life force to it that makes you want to join in and get the most out of the extraordinary things the Gold Coast has to offer.”
Some 13 million Australians chose to visit the Gold Coast in the year ending December 2024 with the most recent data from Tourism Research Australia revealing the Gold Coast is Australia’s second largest holiday market, and Queensland’s largest.
Experience Gold Coast head of marketing Brant Hirst said the new campaign captures the essence of the destination.
“We know we have something pretty unique and special here on the Gold Coast,” Hirst said.
“If visitors haven’t been here for a while they’ll discover a city that’s all grown up with a sophisticated arts and cultural scene, a world class events calendar, leading universities and unforgettable natural beauty packaging up in a love for life unmatched anywhere in the world.”
Set against a backdrop of breathtaking Gold Coast scenery, the playful brand film follows a young Gold Coast local, Alex, as she tries to answer a simple question from her Norwegian pen pal: “What do you like to get up and do where you live?”
The star of the new campaign is 12-year-old Gold Coast student, Scout Sawyer, who landed the opportunity of a lifetime, making her acting debut in the brand film. Scout stars alongside some familiar faces including eight-time world surfing champion Stephanie Gilmore and author and podcast host Ellidy Pullin.
The campaign is the first work to come from Chimera Project for Experience Gold Coast since being appointed after a competitive pitch earlier this year.
Chimera Project creative directors, Jonathan Drapes and Brendan Greaney, said the campaign is about repositioning the Gold Coast from being a place, to being an attitude.
“There’s a unicorn energy that you feel when you come to the Gold Coast. Other cities can boast great cafes, restaurants and galleries – but it’s only here you find them in one of the world’s most iconic and beautiful environments, combined with that energy that’s uniquely and unapologetically Gold Coast,” they said.
Future phases of the multi-channel campaign will deliver co-operative marketing opportunities to tourism operators and airlines, enabling them to align with the Get Up and Gold Coast brand, amplify campaign messaging, and drive visitation through coordinated promotions and in-market activations.
The new tourism campaign comes just weeks after Experience Gold Coast launched its first app, transforming how people explore the Gold Coast and offering curated tips, hidden gems and exclusive deals – all in the palm of your hand.
CREDITS
Client: Experience Gold Coast
Creative Agency: Chimera Project
Production Company: Roam Films
Media Agency: dentsu Queensland
Music Composition: Turning Studios
