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

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



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

 

 

Please login with linkedin to comment

destination gold coast Publicis Worldwide

Latest News

OLYMPUS DIGITAL CAMERA
  • Advertising
  • Opinion

Why Trust, Not Crypto, Is Today’s Most Valuable Online Currency

In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]

Nine’s Radio Stations Bag Best Ever Survey 4 Results
  • Media

Nine’s Radio Stations Bag Best Ever Survey 4 Results

GfK Survey 4 of 2022 reveals that Nine’s talk stations achieved a cumulative audience of 1.873 million – up 9.1 per cent on Survey 4 of 2021. It’s the highest ever Survey 4 audience for the network, and comes off the back of record audiences in Surveys 1, 2 and 3. Sydney’s 2GB is a […]

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement
  • Marketing

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement

Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]

Get Your Entries In For Best Of The Best Now!
  • Advertising
  • Marketing
  • Media
  • Technology

Get Your Entries In For Best Of The Best Now!

A tidy desk and punctuality aren't enough to win a Best of the Best Award. Not, that we do stress, they'd hurt either.

by B&T Magazine

B&T Magazine
Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation
  • Media

Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation

Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data
  • Media

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data

PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]

BARCELONA, SPAIN - NOVEMBER 27: Barcelona supporters during the UEFA Champions League group F match between FC Barcelona and Borussia Dortmund at Camp Nou on November 27, 2019 in Barcelona, Spain. (Photo by Eric Alonso/MB Media/Getty Images)
  • Media

Optus Sport Becomes Official Aussie Broadcaster Of Spanish LaLiga

Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative
  • Campaigns

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative

In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals
  • Campaigns

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals

Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]

Nestlé Australia Launches First Nations Creative Program Tuck In!
  • Campaigns

Nestlé Australia Launches First Nations Creative Program Tuck In!

Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers
  • Technology

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers

The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]