‘Come and Play’: Gold Coast’s new $2.5m tourism campaign

THE Gold Coast will be promoted as the ultimate family-friendly destination to ‘come and play’ as part of a new $2.5m advertising campaign aimed at luring more Aussie families to the Glitter Strip.

The campaign, which launched on Sunday, will sell the Coast as a must-visit spot for families, with billboards to be erected and advertisements beamed to TV screens in Sydney, Melbourne and Brisbane.

The Coast will be billed as “Australia’s playground” in the new campaign, which will focus on the city’s famous theme parks, iconic beaches, tropical rainforests, and dining scene.


Destination Gold Coast has partnered with Tourism and Events Queensland, Village Roadshow and Dreamworld’s parent company Ardent Leisure to deliver the targeted campaign.

Scroll down to watch the new TV ad

Destination Gold Coast CEO Annaliese Battista said the campaign will tell the rest of Australia “there is no better destination for a family holiday than the Gold Coast”.

“We are being unapologetic and bold in playing to Gold Coast’s strength as Australia’s best holiday destination for families, with an offering that’s second to none.”

(Supplied: Destination Gold Coast)

“By positioning the Gold Coast as Australia’s playground, the campaign highlights the many different ways families can ‘play’ on the Gold Coast – from theme parks, to the iconic beaches, the lush tropical rainforest and the casual outdoor family-friendly dining scene.

“It’s designed to capitalise on 2018 Commonwealth Games momentum and convert the awareness created during the Games into booking a holiday on the Gold Coast, the home of iconic theme parks and plethora of family-centric attractions and activities.”

(Supplied: Destination Gold Coast)

Village Roadshow Theme Parks CEO, Clark Kirby said the campaign showcased the Gold Coast as Australia’s holiday playground.

“Our theme parks are an iconic part of the Gold Coast and we are proud to work on this campaign which we know will bring visitors to the Coast,” he said.

“At Village Roadshow Theme Parks, we are Australia’s leading theme park operator and there is something on offer for the whole family across Warner Bros Movie World, Sea World, Wet’n’Wild Gold Coast and Paradise Country.

“With 115 world-class rides, shows and attractions across our portfolio, our parks are a must-do for locals and visitors.”

(Supplied: Destination Gold Coast)Meanwhile, Dreamworld CEO John Osborne said its newest family attraction, due to open soon, is the first of its kind in the Southern Hemisphere.

“Dreamworld is the most diverse theme park on the Gold Coast for families, with rides, slides, wildlife and a showcase of Indigenous history and culture all in one location,” Mr Osborne said.

“We will soon welcome our newest family attraction which is the first of its kind in the Southern Hemisphere, delivering a brand-new experience to the Australian theme park industry.

“Sky Voyager – the world-class flying theatre features state-of-the-art technology and complements our traditional attractions that have long been family-favourites.”

(Supplied: Destination Gold Coast)