Destination Gold Coast launches winter campaign for domestic travel

A new campaign has been launched promoting domestic travel to the Gold Coast as Australia approaches winter.

The $1.75 million campaign encourages Australians to “come and play in Australia’s favourite playground”, ditching “chills from warmth and thrills”.

Destination Gold Coast CEO Patricia O’Callaghan commented on the new campaign as it attempts to springboard a recovery for the tourism sector.

“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.”

The campaign builds on the “come and play” platform seen previously from Destination Gold Coast, including a series in July 2020 encouraging interstate travel following the relaxation of restrictions.

Production for the campaign was handled by Taxi Film Productions, with Clemenger Brisbane the creative agency.

Destination Gold Coast campaign

“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,” said O’Callaghan.

The seven-week campaign will be promoted across outdoor placements, television, tactical aviation and online booking platform partnerships, digital and social media in Sydney, Melbourne, Brisbane, Newcastle, Hobart, Perth and Adelaide.

“We know through our insights that there is more than just a pent-up desire to travel, there is pent-up demand to play, and reconnecting with family and friends is so important for our wellbeing,” said O’Callaghan.

Destination Gold Coast released another campaign last month, encouraging New Zealanders to travel to the Gold Coast, prior to the opening of the trans-Tasman travel bubble.

Ms O’Callaghan also said a “multi-pronged approach” to recovery will be crucial for a bounce-back for the Gold Coast’s tourism sector, following $3.2 billion being wiped from the pre-Covid $5.9 billion visitor economy in 2020.

“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.”


Creative Agency: Clemenger Brisbane

Production: Taxi Film Productions

Producer: Simone Mackie

Director: Tristian Houghton




Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.