Destination Gold Coast’s musical number via Publicis Worldwide
Destination Gold Coast has taken a musical approach to its latest campaign, showcasing the diversity of the destination in a La La Land-esque dance scene via Publicis Worldwide.
‘Play The Day Away’ is spearheaded by the musical TVC and online video that is aimed at broadening the perceptions of the Gold Coast to a destination that is more than just beaches and theme parks by featuring the hinterland and the region’s burgeoning restaurant scene.
The 60-second spot features a remake of Fred Astaire’s ‘No Strings (I’m Fancy Free)’ depicts families, couples and friends dancing in sync across a number of iconic Gold Coast locations and venues, with crowds coming together at beaches, waterside restaurants, theme parks and tree top walks in the hinterland. Colourful costuming, bouncy dance moves and upbeat music make for an exciting and glossy representation of the Queensland destination that is designed to appeal to Australians across the country.
The campaign is a twist on the ‘come and play’ platform used previously by Destination Gold Coast, most recently in last years winter campaign for domestic travel.
Publicis Worldwide chief strategy officer, Simon Murphy, said: “There are moments of energy, and there are moments of quiet. There are places you’d expect from the Gold Coast, and places that show a breadth of offering to push travellers further into this great region than ever before – ultimately, with the promise that there’s something for everyone.
“Throughout Covid, it’s fair to say Australians haven’t been having much fun. With active play with children being one of the biggest casualties of the pandemic, it’s great to elevate ‘play’ on the Gold Coast from whimsical fun, to a must-do antidote from the stresses and frustrations of recent years.”
Destination Gold Coast CEO Patricia O’Callaghan said: “With musicals, song and dance currently in the spotlight, this campaign capitalises on these elements and showcases the Gold Coast in a unique yet fun way. The song is a remake of the ultimate Fred Astaire classic and when coupled with dance, the campaign takes us through the most iconic aspects of the Gold Coast and then highlights other locations that are still widely a local’s secret.
“Where else in the world can you stand-up paddle through blue waterways before having breakfast with koalas at Currumbin Wildlife Sanctuary and then bask in live music while eating from a number of street food style eateries at Miami Marketta? Only on the Gold Coast. We are so excited to welcome visitors from across Australia to ‘play the day away’ on the Gold Coast.”
The campaign launches on TV, online video, and on social media including TikTok, Instagram and Facebook. There will also be activations.
Credits:
Client:
Patricia O’Callaghan – Chief Executive Officer
Dion Workman – Head of Destination Marketing and Experiences
Agency:
Ryan Petie – Executive Creative Director
Tim Harding – Creative Director
Simon Murphy – Chief Strategy Officer
Vicki Lee – Head of Broadcast & Content
Emilie Almond – Group Account Director
Production:
Stephen Lance – Co-Director – Taxi Films
Mairi Cameron – Co-Director – Taxi Films
Andrew Wareham – Executive Producer – Taxi Films
Simone Mackie – Senior Producer – Taxi Films
Digby Hogan – Offline Editing – The Empire Post
Final Grade – Justin McDonald
Online/VFX – Heckler
Music Composition – “No Strings, I’m Fancy Free” / Irving Berlin (Universal Music Publishing)
Music Clearance – Tyler McLoughlan – Sound Pound
Music Arrangement & Production – Pete Jones & Ryan Walsh – RANRUN Studio
Singer – Phoebe Sinclair
Sound Production – Ross Batten – Rosco Audio
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topics
Destination Gold Coast
Patricia O'Callaghan
Publicis Worldwide
Publicis Worldwide Australia
Simon Murphy
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