“Come Back and Play”: Tourism bosses launch first burst of campaign activity

Destination Gold Coast has wasted no time putting together a campaign to target intrastate travellers, now that travel restrictions have been eased within the state.

Queenslanders are being urged to holiday on the Gold Coast immediately, as the first burst of campaign activity launches.

The ‘Come Back and Play’ campaign officially launched on June 15, hoping to entice holidaymakers our way, to support struggling operators looking to capitalise on a tourism-led recovery.


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Compelling vision of the Gold Coast will be broadcast across free-to-air TV and radio, digital and social media placements for at least 14 weeks.

Destination Gold Coast CEO Annaliese Battista says this is just the first step of revitalising our tourism sector.

“Now that intrastate travel restrictions have eased, we’ve wasted no time in rolling out our ‘Come Back and Play’ campaign to tempt holidaymakers to explore their own backyard, as Aussies emerge from lockdown,” Ms Battista said.

“Gold Coast operators are desperate to claw back the economic losses they sustained as a result of the COVID-crisis and we know pent-up demand for travel will continue to grow as social and travel restrictions are further relaxed.

“The $1.5 million campaign is part of a four-phased plan to trigger a tourism-led economic recovery by reminding Aussies there’s no better place to holiday than in Australia’s favourite playground.

“We are focused on reanimating Gold Coast’s economy to support the one in seven Gold Coasters employed in the tourism sector, alongside our operators, who have felt the brunt of devastation over the past five months.”

“Our chief priority is to jump-start the domestic market by stimulating demand, visitation and expenditure for the city,” she said.

“In the immediate term this will be to attract intrastate visitors eager to explore attractions and experiences and engage in activities they’ve missed out on, like dining in at a restaurant or café,” Ms Battista said.

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