The Star Gold Coast is turning up the volume on its position as the city’s iconic lifestyle destination with the launch of its bold new brand campaign, ‘Where the GC ___’, rolling out locally from September 1.
Developed by Queensland-based creative agency Creative Outpost, ‘Where the GC ___’ rekindles local love for the resort while showing interstate and international guests how to live it up like a GC local. The campaign highlights the breadth of dining, entertainment and leisure offerings across the sprawling Broadbeach resort, positioning it as the Gold Coast’s pre-eminent destination to come together, connect and celebrate.
‘Where the GC ___’ lands a striking headline supported by adaptive end lines, encouraging guests to shape their own experiences—whether that’s dining, dancing, relaxing, indulging or celebrating across the resort’s world-class restaurants, bars, hotels, spa, pool and events.
Reinforcing The Star Gold Coast’s deep community ties, the campaign was produced with a creative team and talent pool sourced almost entirely from the Gold Coast and South East Queensland, showcasing the region’s homegrown expertise on a national stage.
The campaign also responds to the Gold Coast’s surging population growth, with thousands of new residents since the last brand campaign who haven’t grown up with The Star as part of their formative entertainment and leisure experiences.
Creative Outpost creative director Keith Byrne said ‘Where the GC ___’ is designed to reawaken the resort in people’s minds, sparking new connections while reigniting local pride.
“Our challenge was simple but significant: to remind people just how fabulous The Star Gold Coast is,” he said.
“We knew we couldn’t sum up everything The Star Gold Coast offers in a single word. That insight unlocked the flexible ‘Where the GC ___’ platform, which adapts to multiple audiences and speaks to multiple experiences.”
The launch of the locally focused campaign coincides with The Star Gold Coast marking 40 years of unforgettable moments this November, with the festivities kicking off in style through 40 days of special offers, experiences, prizes and events.
It also follows the announcement of ARIA award-winning singer-songwriter and proud Gold Coast local Amy Shark as The Star Gold Coast’s official entertainment ambassador, with a dynamic line-up of exclusive events and performances set to light up 2026.
The Star Gold Coast general manager marketing Kel Flanders said the new campaign clearly illustrates how the resort is the heart of the city.
“For four, fun-filled decades, this iconic resort has been the city’s home of world-class entertainment, dining, luxury accommodation and spectacular events,” he said. “This is the perfect moment to launch a fresh brand campaign that reignites local love and cements The Star Gold Coast as the destination to live, play and party like a local.”
The campaign launches September 1 across digital, social and OOH platforms, with high-impact activations planned for Gold Coast Airport and a full Gold Coast Light Rail tram wrap.
Credits:
CLIENT: The Star Gold Coast
General Manager Marketing: Kel Flanders
Brand & Creative Manager: Arianna Freeman
Marketing Manager, Venues & Media: Peta Murray
Graphic Designer: George Greyling
AGENCY: Creative Outpost
Creative Director: Keith Byrne
Lead Strategist: Tracey La Spina
VENDORS
Photography: Ravel
Talent: Killer Creative
Hair & Makeup: The Sculpted Look, Nina Hoffman
Stylist: Jen Sellan
