Gold Coast urges Aussies to “ditch the chills for warmth and thrills”

The Gold Coast is once again set to be splashed across the country, with the city’s peak tourism body launching another major marketing blitz to lure Aussies to the Gold Coast.

The new winter campaign calls on Australians to flee the cooler Southern temperatures for our sunshine, beaches, hinterland and theme parks in the lead up to winter.

The push will kick off on Sunday and will be aimed at families and those aged over 50 in Sydney, Melbourne, Brisbane, Newcastle, Hobart, Perth and Adelaide.


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Destination Gold Coast CEO Patricia O’Callaghan said the campaign hopes to boost visitor numbers during the quieter winter months.

“This $1.75 million campaign will support Gold Coast’s visitor economy in the lead up to and during winter, which we know is traditionally a softer travel period, to safeguard our status as a preferred holiday destination,” Ms O’Callaghan said.

“The campaign invites our southern neighbours to “come and play” in the sunshine state and swap a cold commute to work for a memorable holiday in Australia’s favourite playground.”

The ad features some of our most loved experiences including going to the beach, relaxing by the pool, eating local produce and exploring natural scenery.

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There will also be a” two-day activation” at Sydney’s Westfield Paramatta Centre Court later this month, which will see 10 Gold Coast tourism operators showcase their products, holiday deals and the city to our interstate friends.

“The Gold Coast continues to top the list as a preferred holiday destination on booking engines and this is backed up by consumers voting with their feet, seeing us as the leading beneficiary of the Federal Government’s half-price flights scheme,” Ms O’Callaghan said.

“With some 200,000 flights to-date sold to the Gold Coast, it is initiatives like this that will drive visitors into the region coupled with increased aviation connectivity and cut-through destination marketing.”

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