WATCH: Playful new campaign to lure tourists to the Gold Coast

A colourful and funky new campaign has been launched to entice tourists back to the Gold Coast as the city continues its post-COVID recovery.

The new campaign uses the theme Play The Day Away and is set to the Fred Astaire classic with plenty of singing and dancing among a backdrop of the city’s best icons.

The famous Pink Hotel in Coolangatta is among the Gold Coast places showcased in the ad, along with Movie World, the Tropic at Burleigh, Q1 along with some of our beautiful beaches including Greenmount and the hinterland.


Destination Gold Coast CEO Patricia O’Callaghan they’re hoping the new ad will cut through in what is a pretty crowded market at the moment.

“Destinations are investing millions of dollars globally into marketing campaigns to attract visitors, so we knew we had to do something different to cut through an exceptionally crowded market,” Ms O’Callaghan said.

“That’s why we have chosen to use the energy of dance and song in this campaign to showcase the Gold Coast in a way that has never been done before.

IMAGE: Destination Gold Coast

“After two years of lockdowns, disrupted travel plans and cancelled holidays, the need to have fun and the desire to travel again is stronger than ever. Play The Day Away is a burst of colour and a window into the Gold Coast’s playful personality.

“Through this campaign, we will not only broaden perceptions of the region among interstate families, couples, and friends but also get our core interstate visitors of Sydney and Melbourne to reappraise the Gold Coast as their top holiday destination.”

The Gold Coast continues to bounce back from the pandemic which decimated the city’s tourism industry.

COVID is estimated to have cost the Gold Coast around $5.6 billion