Visit Sunshine Coast launches refreshed ‘Sunshine Moments’ campaign with cheeky new twist
Visit Sunshine Coast has relaunched its campaign, ‘Sunshine Moments’, with a new look and an added extension called the ‘Sunshine Sickie’.
The announcement:
Visit Sunshine Coast’s Sunshine Moments campaign returns today with a fresh new look, via BCM Group agencies, BCM and IVY PR, inspired by the authentic experiences of holidaymakers.
Originally launched to reimagine the typical Sunshine Coast holiday, the campaign asks, “What will your Sunshine Moment be?” and showcases nine vibrant 15-second videos featuring playful headlines and stunning new imagery.
Visit Sunshine Coast head of marketing, Kelly Ryan, said: “The Sunshine Coast isn’t just a place – it’s a feeling, a moment. A Sunshine Moment. Whether it’s relaxation, quiet contemplation, playfulness or discovery, these moments are real, genuine, and deeply authentic, connecting people to each other and this incredible place, and it’s sure to strike a chord with visitors from across Queensland, NSW, Victoria and New Zealand. It’s our biggest campaign to date, and will feature on TV on-demand, YouTube, Google, Meta, TikTok, and billboards across Sydney and Melbourne.”
BCM head of account management, Damien Musgrave, said: “’Sunshine Moments’ has seen such success over the past few years, really resonating with people by celebrating exactly what makes travel so meaningful – those raw, heartfelt moments that stay with us. Evolving the platform was the natural next step, allowing us to build on that connection and bring in more of those real moments from real travellers. It’s these moments that we know will keep the campaign so relatable and memorable.”
Adding a bold and playful twist to the relaunch, Visit Sunshine Coast has also unveiled a cheeky campaign extension – the “Sunshine Sickie” – created in partnership with BCM Group’s IVY PR. The region is inviting Aussies and Kiwis to apply for a ‘Sunshine Sickie’ – an all-expenses paid 48-hour break on the Sunshine Coast between 1-11 September, with 10 lucky winners then given just 12-hours to pack a bag, grab a mate and head for the airport. To sweeten the deal, the region’s CEO, Matt Stoeckel, will even call the winner’s boss!
“The research shows that burnout across Australia and New Zealand continues to climb, with seven out of 10 Aussies recently admitting to ‘chucking a sickie’ last year, mostly to deal with the symptoms of burnout. There is no better antidote to this than a rejuvenating short break – and no more perfect place than the Sunshine Coast for it!” Ryan said.
“Whether it’s a dip in the sea or a hike through the rainforest, a nature-based break is just the right medicine, and we’re inviting Aussies to come and find their own sunshine moment.”
The campaign was built on the insight that 61% of Australian employees have experienced work-related burnout – well above the global average of ~48% – and nearly 40% feel mentally or physically exhausted by the working day’s end.
Creative lead of the campaign, IVY PR’s Emma Bedsor, said: “The latest statistics speak volumes, and with wellness so deeply embedded in the Visit Sunshine Coast brand, we wanted to tackle burnout in a playful yet impactful way. Using the colloquially Aussie notion of ‘chucking a sickie’ felt like the perfect bold, cheeky move – a fun reminder to prioritise rest and embrace the kind of relaxation the region is known for.”
BCM Group CEO, Phil McDonald, added: “We love collaborating with clients that truly understand that our first creative objective needs to be differentiation -and in the tourism category it is even more vital given much of the work is extremely similar. Adding a layer of earned media that is inextricably linked to the idea will also make the budget behind the campaign work even harder for the destination.”
The Sunshine Sickie competition is open to all Australians and New Zealanders until 11 September.
Source: Third Avenue Consulting
