Destination Gold Coast thanks parents for self-isolating, promising it won’t be long before ‘we can play again’

Destination Gold Coast has thanked all the parents who have dealt with the exacerbation and trials of self-isolating with children, promising it won’t be long before everyone can ‘come out and play again’.

The 60-second video features a number of scenes parents will find familiar during this time – from children appearing in Zoom calls to self-isolation baking with the whole family.

“Because of you, we’re even closer to the day when we can all come out and play again,” promises the video, reminding families the Gold Coast will still be there when the coronavirus restrictions are over.

Restrictions are set to ease in Queensland from this weekend, but the Gold Coast tourism industry has taken a big hit during the coronavirus pandemic. It reports it is already feeling a shift among the drive market, but is hoping to get in early with interstate families.

Destination Gold Coast CEO Annaliese Battista said the new campaign reflected the fact that we’re operating business ‘unusual’ right now.

“If there’s one positive outcome from this pandemic, it is the reset on what we value most – human connection, relationships and quality time together,” Battista said.

“These are key attributes that go hand in hand with the experience of holidaying on the Gold Coast, and why we’ve earned our stripes as Australia’s favourite playground.

“So, unlike the majority of destination messages currently in the market, which are focused on spotlighting their own selling points, we’re taking a very different approach and simply reaching out to connect with families across Australia,” she said.

Last year the Gold Coast drew a record 14.2 million visitors, but the COVID-19 travel ban has completely halted the city’s biggest economic driver- tourism – worth $6 billion per year.

Battista said that while recovery wouldn’t happen overnight, Destination Gold Coast was already ahead of its fellow domestic destination competitors with best-in-class content and campaigns ready for rollout.

“We may be in hibernation, but we are by no means sitting on our hands,” she said.

“The Gold Coast is all for families, so at a time where parents could really use the chance to exhale and reconnect with loved ones, we are ready to welcome them back to come and play in our incredible backyard.”

The Destination Gold Coast ‘Thanks to You, Parents’ video will be disseminated across social media, YouTube and Taboola.


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