Gold Coast Sends Heartfelt Message To Parents Doing It Tough In New Campaign

Gold Coast Sends Heartfelt Message To Parents Doing It Tough In New Campaign
B&T Magazine
By B&T Magazine
SHARE
THIS



“Because of you, we’re even closer to the day when we can all come out and play again” – that’s the motivation behind Destination Gold Coast’s ‘Thanks to You, Parents’ video, which launched today.

The 60-second video heroes the many exacerbated efforts of parents at home and the critical role they play in helping fast track the family-favourite’s tourism recovery journey.

With restrictions set to ease in Queensland from this weekend, the embattled Gold Coast tourism industry is already starting to feel a positive shift among the drive market, but has its sights set firmly on inspiring interstate families ahead of its rivals.

Destination Gold Coast CEO Annaliese Battista said the new campaign reflected the fact that we’re operating business ‘unusual’ right now.

“If there’s one positive outcome from this pandemic, it is the reset on what we value most – human connection, relationships and quality time together,” Ms Battista said.

“These are key attributes that go hand in hand with the experience of holidaying on the Gold Coast, and why we’ve earned our stripes as Australia’s favourite playground.

“So, unlike the majority of destination messages currently in the market, which are focused on spotlighting their own selling points, we’re taking a very different approach and simply reaching out to connect with families across Australia,” she said.

Last year the Gold Coast drew a record 14.2 million visitors, but the COVID-19 travel ban has completely halted the city’s biggest economic driver- tourism – worth $6 billion per year.

Ms Battista said while recovery wouldn’t happen overnight, Destination Gold Coast was already well ahead of its fellow domestic destination competitors with best-in-class content and campaigns ready for rollout.

“We may be in hibernation, but we are by no means sitting on our hands,” she said.

“The Gold Coast is all for families, so at a time where parents could really use the chance to exhale and reconnect with loved ones, we are ready to welcome them back to come and play in our incredible backyard.”

The Destination Gold Coast ‘Thanks to You, Parents’ video will be disseminated across social media, YouTube and Taboola.

 

Please login with linkedin to comment

Campaigns Gold Coast

Latest News

Chris Howatson’s Next Move Revealed
  • Advertising

Chris Howatson’s Next Move Revealed

B&T can confirm departing CHEP CEO Chris Howatson's next move here. Not that he's actually confirmed it to us.

Recommended

by B&T Magazine

B&T Magazine
Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead
  • Campaigns

Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead

New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency
  • Campaigns

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency

The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign
  • Campaigns

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign

In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast
  • Media

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast

Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]