Sunshine Plaza has launched its first dedicated tourism campaign, brought to life by independent creative agency Rumble, to reposition the Maroochydore centre as more than a retail destination.
It marks the first time the region’s largest shopping, entertainment and lifestyle centre has developed a brand campaign specifically for travellers beyond its traditional local catchment. Most destination work convinces people to visit a place; this campaign starts from the opposite point, targeting travellers who have already chosen the Sunshine Coast, competing for their time once they arrive.
Following a competitive tender, Rumble translated the brief provided by Sunshine Plaza into the creative, developing a ‘beyond the beach’ platform that positions Sunshine Plaza as a complement to the Coast’s beaches, waterways and outdoor experiences.
“We can’t and shouldn’t compete with the beach. Our opportunity is to give visitors another experience that fits naturally into the holiday they are already planning,” said Sunshine Plaza marketing manager Bianca Price.
“It positions Sunshine Plaza as a quintessential part of the Sunshine Coast beach holiday experience. Just like the beach, holiday memories are made here,” said Rumble managing director Amanda McGuire.
The campaign is led by a 30-second hero film that opens on the beach before following a family into Sunshine Plaza’s fashion, dining, entertainment and riverside offer.
The media approach follows the way visitors plan and experience a holiday, reaching them first while they are shaping their Sunshine Coast itinerary.
Outdoor and airport placements will reach visitors travelling through and around the destination, supported by digital, social, radio, influencer and owned activity. Queensland, New South Wales and Victoria are the campaign’s priority states, with Brisbane, Sydney and Melbourne the key source cities.
The campaign forms part of Sunshine Plaza’s broader tourism strategy, which extends beyond advertising through relationships across accommodation, tourism, events and sport.
It is supported by an evolving retail and leisure mix, with recent arrivals SABO, Zeus Street Greek and UNIQLO alongside forthcoming international brand JD Sports.
The campaign will run across key leisure and school holiday periods.
