“Come Back and Play” – that’s the slogan of Destination Gold Coast’s latest tourism campaign being launched today in a bid to lure Aussies back to the city.
The $3.5 million push is the city’s largest ever tourism campaign and the second iteration of the tourism body’s campaign which first launched in June to further springboard economic recovery.
Destination Gold Coast Chairman Paul Donovan said the campaign will look to inspire Aussies to turn their holiday dreams into reality as businesses and operators eagerly await the reopening of Queensland’s border slated for November.
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“Come Back and Play represents the largest multimillion-dollar investment in the domestic market to entice high-spending travellers to indulge in a well-deserved holiday in Australia’s favourite playground,” Mr Donovan said.
“As restrictions are further relaxed and travel confidence continues to grow, we are investing responsibly in markets that we can dial-up or down to ensure maximum benefit for every tourism dollar spent.”
Mr Donovan said the addition of interstate holidaymakers from key markets is anticipated to deliver a much-needed boost to revive the Gold Coast’s $6 billion tourism economy.
“We know many people will be looking to reconnect with family, friends and loved ones after what has been an incredibly challenging year,” he said.
“The Gold Coast is a safe and inviting destination for Aussies looking to escape ahead of the summer holidays and with an abundance of natural and manmade experiences on offer, there is no better place to holiday than on the Gold Coast.”
The eight-week campaign will be rolled out in bursts throughout Brisbane, regional Queensland, ACT and South Australia followed by New South Wales on 8 November, on free-to-air and subscription TV, radio, outdoor digital billboards, cinema placements and in digital and social media.
The ads will feature experiences from relaxing by the pool to visiting our iconic theme parks and nature-based experiences.
Gold Coast Mayor Tom Tate said the Gold Coast has never been so ready to welcome visitors back to the city.
“I’m sure when the rest of Australia sees this campaign, they will be lining up to come and enjoy the nation’s favourite holiday destination,” Mayor Tate said.
“We are open for business and as the country continues to open up, we hope our tourism operators enjoy a bumper summer.”