Sunshine Coast’s Natural Authenticity Showcased In New ‘For Real’ Destination Campaign

Sunshine Coast’s Natural Authenticity Showcased In New ‘For Real’ Destination Campaign
SHARE
THIS



Queensland’s Sunshine Coast is showcasing its renowned natural attributes in a new destination marketing campaign launched today called ‘For Real’.

For Real is all about the real experiences, real culture, real people and real nature that makes the Sunshine Coast unique.

The campaign takes on a new relevance following the pandemic, with extensive research highlighting travellers’ desires for nature-based experiences – something the Sunshine Coast offers in spades.

Phase one of the campaign showcases the Sunshine Coast in ‘Real Time’ and will be rolled out through social media advertising and digital billboards.

Ten-second videos will show quintessential Sunshine Coast experiences and activities that can be enjoyed at the exact time the traveller sees them, giving them an excuse to dream for a few seconds and realise what they are missing out on by not being on the Sunshine Coast. 

Visit Sunshine Coast partnered with Brisbane-based agency, BCM, to develop the campaign. They have extensive experience developing media and creative ideas in the destination marketing and tourism category, working with clients such as Flight Centre, Emirates Airlines and Tourism and Events Queensland.

Visit Sunshine Coast (VSC) Interim CEO Craig Davidson said the new campaign would share the unforgettable experiences visitors can have on the Sunshine Coast, while supporting the region’s tourism industry as it moves towards recovery.

“Whether it’s swimming with humpback whales as they migrate their way up north with Sunreef Mooloolaba or taking on one of Australia’s highest ropes courses at the TreeTop Challenge, the Sunshine Coast offers tremendous authenticity,” he said.

“It is where the natural environment meets innovative and respectful thinking – and our people are the crucial ingredient that makes the Sunshine Coast such an attractive destination for all markets.

“Undoubtedly the Sunshine Coast has had a reputation for its premium beach and nature-based environment, and today there is even greater desire for uncrowded beaches, wide-open spaces and a genuine respect for nature, which is reflected in this campaign.

“We are not about mass tourism, but rather emphasising our incredibly diverse geography and range of attractions.”

Phase one of the new For Real campaign will target Queensland’s drive market.

VSC has partnered with booking agents Wotif.com and Experience Oz for the campaign to further drive bookings to Sunshine Coast accommodation providers and attractions.

“Importantly the campaign will include a number of ‘real deals’ – including mid-week specials – that will help bolster bookings as we move out of the school holiday period in to what is traditionally a quieter time for Sunshine Coast tourism,” Mr Davidson said.

“The campaign will evolve as Queensland opens up further to interstate travellers. Already we have seen outstanding results from the launch of new direct air services from Cairns and the resumption of flights from Adelaide, but clearly many of our operators have suffered as a result of the loss of key markets such as NSW, Victoria and New Zealand.

“Fortunately we switched very early to targeting the local drive market – with considerable success – but the launch of this new campaign signals the start of a much wider promotional effort.”

The campaign launch comes days after VSC sent a message in the sand at Coolum Beach to travellers on board the sold-out Qantas Great Southern Land scenic flight of Australia encouraging them to start planning their next Sunshine Coast escape – For Real.

Please login with linkedin to comment

Sunshine Coast

Latest News

Study: Why The Australian Made Green & Gold Kangaroo Remains A Winner
  • Marketing

Study: Why The Australian Made Green & Gold Kangaroo Remains A Winner

The Australian Made logo has confirmed its international appeal, with new Horizon Consumer Science research finding 97 per cent of overseas consumers have a positive first impression of the iconic green and gold kangaroo. The research, which was carried out in six diverse export markets, found that more than two thirds (70 per cent) of […]

DDB Melbourne Wins Dulux’s Creative
  • Advertising

DDB Melbourne Wins Dulux’s Creative

Dulux has appointed DDB Melbourne as its sole creative and strategy agency following a competitive pitch. As a result of the appointment, the agency will lead strategy and creative for Dulux’s Decorative paints and coatings portfolio of brands, including Dulux, British Paints, and Berger. Dulux GM of Marketing, Strategy & Growth, Richard Hansen said: “Previously […]

ME Bank’s Candice Ayad: Leaders Of The Future Must Show Empathy, Vulnerability
  • Marketing

ME Bank’s Candice Ayad: Leaders Of The Future Must Show Empathy, Vulnerability

Candice Ayad has worked with strong, powerful women leaders. But they lacked two fundamental qualities in their leadership, which, she says, will be critical within businesses going forward. The Women in Media Awards, presented by Are Media, are just days away, with the best of Australian media set to be recognised and celebrated for their […]

by B&T Magazine

B&T Magazine
The Five Values For Business Success
  • Opinion

The Five Values For Business Success

Here's a serious business article that hopefully ticks B&T's quota box for serious business articles.

Opinion

by B&T Magazine

B&T Magazine
Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine