25 May, 2022

Publicis Worldwide Goes All-Singing, All-Dancing In New Work For Destination Gold Coast

By B&T Magazine

Destination Gold Coast and Publicis Worldwide have launched a campaign to showcase the diverse things to see and do across the region, with the colourful creative bringing a slice of the Gold Coast’s playful personality to audiences.

The “Play The Day Away” campaign includes a TVC and online video created in the style of a musical/music video. It’s aimed at broadening the perceptions of the Gold Coast among families, couples and friends – featuring not just beaches and theme parks, but also the hinterland and the region’s burgeoning restaurant scene.

Publicis Worldwide chief strategy officer, Simon Murphy, said: “There are moments of energy, and there are moments of quiet. There are places you’d expect from the Gold Coast, and places that show a breadth of offering to push travellers further into this great region than ever before – ultimately, with the promise that there’s something for everyone.

“Throughout Covid, it’s fair to say Australians haven’t been having much fun. With active play with children being one of the biggest casualties of the pandemic, it’s great to elevate ‘play’ on the Gold Coast from whimsical fun, to a must-do antidote from the stresses and frustrations of recent years.”

Destination Gold Coast CEO Patricia O’Callaghan said: “With musicals, song and dance currently in the spotlight, this campaign capitalises on these elements and showcases the Gold Coast in a unique yet fun way. The song is a remake of the ultimate Fred Astaire classic and when coupled with dance, the campaign takes us through the most iconic aspects of the Gold Coast and then highlights other locations that are still widely a local’s secret.

“Where else in the world can you stand-up paddle through blue waterways before having breakfast with koalas at Currumbin Wildlife Sanctuary and then bask in live music while eating from a number of street food style eateries at Miami Marketta? Only on the Gold Coast. We are so excited to welcome visitors from across Australia to ‘play the day away’ on the Gold Coast.”

The campaign launches on TV, online video, and on social media including TikTok, Instagram and Facebook. There will also be activations.

Credits:

Client:

Patricia O’Callaghan – Chief Executive Officer

Dion Workman – Head of Destination Marketing and Experiences

Agency:

Ryan Petie – Executive Creative Director

Tim Harding – Creative Director

Simon Murphy – Chief Strategy Officer

Vicki Lee – Head of Broadcast & Content

Emilie Almond – Group Account Director

Production:

Stephen Lance – Co-Director – Taxi Films

Mairi Cameron – Co-Director – Taxi Films

Andrew Wareham – Executive Producer – Taxi Films

Simone Mackie – Senior Producer – Taxi Films

Digby Hogan – Offline Editing – The Empire Post

Final Grade – Justin McDonald

Online/VFX – Heckler

Music Composition – “No Strings, I’m Fancy Free” / Irving Berlin (Universal Music Publishing)

Music Clearance – Tyler McLoughlan – Sound Pound

Music Arrangement & Production – Pete Jones & Ryan Walsh – RANRUN Studio

Singer – Phoebe Sinclair

Sound Production – Ross Batten – Rosco Audio

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