The Sunshine Coast in Queensland is celebrating the 50th anniversary of its naming, taking on its glitzier neighbour, the Gold Coast, with a campaign backed by a song written by an adopted local who immigrated from the UK.
UK expat Dan Horne wrote the soundtrack for the new Sunshine Coast campaign.
The massive drive to draw attention to the beach side destination centres on the song This Town written by ex-pom Dan Horne, who adopted the Sunshine Coast as his home seven years ago.
Visit Sunshine Coast CEO Simon Latchford said the 50th birthday of the naming of the region was the perfect opportunity to bring it to the attention of more Australians.
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“The aim of the campaign is to emphasise our well known ‘naturally refreshing’ strengths, but also to highlight the incredible diversity of experiences available within the region,” Latchford said.
“Beyond our enviable beach culture is one of Australia’s most renowned food scenes, a vast range of health and wellness activities, adventure experiences and a vibrant arts and cultural sector.”
The region is on the rebound after recording its highest tourism figures for more than a decade last year and the tourism body aims to capitalise on the renewed interest.
“What the campaign is saying is that a Sunshine Coast holiday allows visitors to ‘Come to Life’: to feel rejuvenated and refreshed. What we’re offering is a friendly, nurturing, down to earth destination that is genuine and fresh,” he said.
“There are many popular beach destinations along the east coast, but few can offer such a diverse range of quality experiences that take in both beautiful coastal and dramatic hinterland landscapes.”
The campaign positions the Sunshine Coast differently to its more glitzy neighbour.
Musician Dan Horne settled in the area in 2010 and has been named the Sunshine Coast’s first official ambassador.
The campaign reflects the five brand pillars of beach, nature, food, encounters and events and will run across multiple platforms including television, print and social media.