Destination Gold Coast targets Kiwi visitors ahead of travel bubble
Destination Gold Coast has launched a campaign encouraging New Zealand travellers to come to the Gold Coast ahead of the travel bubble between Australia and New Zealand. The bubble is set to begin from 19 April 2021.
The 30 second spot features New Zealanders in the Gold Coast as they await to be reunited with friends and family across the Tasman Sea.
The Gold Coast’s $6 billion per year tourism industry has been hit hard by COVID restrictions. Figures comparing Gold Coast visitors over 12 months from 2020 to 2019 show a loss of 5.5 million visitors, down 39%, and $3.2 billion of visitor expenditure, down 54%.
Destination Gold Coast’s recent campaigns have aimed at the domestic market, from thanking parents for self-isolating, to encouraging interstate travel and telling Australians they deserve a holiday.
Patricia O’Callaghan, CEO at Destination Gold Coast, said: “The reanimation of New Zealand travel represents our first international market to come back online in over a year, so the significance of this moment cannot be understated.
“We know visiting family and friends will be the first to dust off their passports, but equally important is an annual Gold Coast holiday, a tradition for thousands of Kiwi families who will now be able to flee winter and soak up our sunshine and experiences.”
O’Callaghan continued: “The push is timed before the first planes touch down from New Zealand, but we’re not taking our foot off the pedal and have a major million-dollar marketing blitz at the ready to ensure we capitalise on our iconic status as a quintessential holiday destination for Kiwi travellers.”
The first video in the series launched in February, totalling 7 million views across New Zealand TV.
Credits:
Production was handled by ROAM.
Creative & Production: ROAM
Producer: Kody Rankin
Director: Mark Lovelock
