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Sunshine Coast launches next phase of migration campaign with $500,000 TV push

Tourism officials from the Sunshine Coast and Queensland have joined forces with Flight Centre to launch a $500,000 marketing campaign designed to entice people to travel north during the winter.

The TV led push is the next phase of the Sunshine Coast’s Mojo-created “migration campaign”, which kicked off last year, and will run throughout May.

A 15 second and 30 second commercial, to air in Brisbane, Sydney and Melbourne, features the Wandering Tattler, a bird which migrates from Siberia to Queensland.

The campaign will also include in-store promotions in Flight Centre travel agencies along with digital executions.

Sunshine Coast Destination Limited chief executive Simon Ambrose, said the aim of the campaign was to build on the 9.7% domestic growth in visitor numbers achieved in 2014, and attract residents looking for respite from the southern winter.

“The Sunshine Coast is offering a rich, diverse range of attractions over winter that – combined with typically mild, sunny weather – makes the destination ideal for those who want either a short-break or an extended migration away from the winter chill,” he said.

“Flight Centre has extensive experience of the Sunshine Coast and with their extensive presence in both retail and online, we expect a strong response from the campaign. We also appreciate the partnership with Tourism Events Queensland, and the multi-media campaign forms part of an ongoing campaign to attract more visitors to Queensland for holidays and events.”

Flight Centre head of product, advertising and customer experience, Darren Wright, said the timing of this campaign is ideal.

“The Sunshine Coast is easily accessible via its own airport as well as Brisbane Airport, and combined with recent reductions in fuel prices making drive holidays even more attractive, the timing of this campaign is ideal,” he said.

“We believe we can attract considerable short-break vacations to the Sunshine Coast, especially as temperatures begin to drop down south.”

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