Campaign Destination

2021 Domestic Winter Marketing Campaign of Destination Gold Coast, Australia

Come and Play in Australia's Favourite Playground, Gold Coast, Australia.

Unveiled on May 16, 2021, the domestic winter campaign 2021 is designed to aid the recovery of Gold Coast’s visitor economy in the lead up to the winter school holidays.

As Australia approaches winter, the domestic campaign encourages Australians to come and play in the Australia’s favourite playground. It’s Gold Coast’s call on Aussies to flee the cooler Southern temperatures for sunshine, beautiful beaches, untouched hinterland and a playground of experiences and attractions.

According to Destination Gold Coast, the campaign springboards recovery for tourism sector as the marketing body remains focused on bolstering the Gold Coast’s profile as a premier leisure destination by stimulating domestic demand, visitation and expenditure for the Gold Coast.

The winter campaign builds on the “come and play” platform seen previously from Destination Gold Coast, including a series in July 2020 encouraging interstate travel following the relaxation of restrictions.

Come and Play in Australia’s Favourite Playground video advert

The domestic winter campaign is planned to run for seven week and promoted across outdoor placements, television, tactical aviation and online booking platform partnerships, digital and social media in Sydney, Melbourne, Brisbane, Newcastle, Hobart, Perth and Adelaide.

Targeting families and over-50s, the marketing campaign is supported by more than 100 accommodation, tour and attraction deals. The campaign plays into the nostalgia of multi-generational family getaways and promotes most-loved experiences from the HST segment including going to the beach, relaxing by the pool, eating local produce and exploring natural scenery.

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