Tourism

Gold Coast spends big $$ to remind everyone it’s still here

Hannah Edensor

Hannah Edensor

Gold Coast Tourism is betting big on its new campaign, splashing multiple millions on its new brand platform and messaging, ‘We Are Gold Coast’, just in case you forgot.

Years in the making, the new platform is putting people at the centre and attempting to scrap the perceptions of a trashy, party-hard destination. Instead, it’s marketing its ‘unforgettable moments’.

Locals are the heartbeat of the We Are Gold Coast brand. The brand creative features local families, couples, groups of friends, even stalwarts of the sea like the Burleigh Longboarders coming together to showcase their home with the world.

“Creating an authentic, compelling destination brand is vital to our success,” chief marketing officer Jan Hutton said.  “The We Are Gold Coast brand platform is part of a broader marketing strategy that will lead the growth of the city’s $5 billion visitor economy through to 2020.

“Unlike some other destinations, ours is a brand that belongs to us all – a public collaboration of the stories from us as destination marketers, and importantly from our locals who host our travellers, from our valued travellers who are temporary locals when they’re here, from our influencers and from our dynamic industry.

“We’re all storytellers at heart and the people of the Gold Coast are the heart of our new destination brand. It’s about conversations and relationships more than just campaigns. It is our collective promise of what people experience here, how they feel when they’re on the Gold Coast.”

“Through two years of research and consultation, we’ve discovered that what distinguishes the Gold Coast in an ever-increasing world of choice for travellers is not our beaches or theme parks; instead, it’s the unmistakable life affirming energy that lives here.”

Industry and political heavyweights were quick to throw their support behind the new We Are Gold Coast positioning.

“This is a destination where people genuinely have exceptionally good lifestyles, and we are passionate about our backyard,” said Bob East, CEO Mantra Group, Chair of Tourism and Events Queensland and Board Member of Tourism Australia.

“You can have a great idea at the wrong time and it won’t work. I think this is a great idea at the right time,” Craig Davidson, CEO Dreamworld added.

SEE WHAT PEOPLE ARE SAYING

Destinations

10 bucket list-worthy places for every traveller type

by Sophie Harrison

We had Surfers Paradise Wax Museum atop our bucket list, but have since replaced it with the Trash Museum in Connecticut.

Share

CommentComments

Aviation

The Big Fat Airline Wrap

It’s the very best of airline news rounded up in one place. And if you want to know why there’s a picture of canoes instead of planes you’ll have to click on the article.

Share

CommentComments

Travel Agents

Virgin Holidays leads by example in sealife tourism

by Hannah Edensor

Virgin Holidays continues to protest animals in captivity, and we’re totally on board if you don’t count the rat we trapped in our kitchen last night.

Share

CommentComments

Travel Agents

Travel’s pay gap between men and women bigger than ever

by Hannah Edensor

Do you have a sneaking suspicion your male counterpart earns more than you? Like a lot more? Confirm your hunch with this shocking news.

Share

CommentComments

Tourism

Agents Continue to send clients to Hawai’i

by Amy Bryant

Aussies’ love affair with Hawai’i continues to grow. That’s not to suggest there’s any extramarital shenanigans going on, however.

Share

CommentComments

Aviation

Golfing tourists in tragic crash near Essendon Airport

by Hannah Edensor

Tragedy strikes Essendon Airport this morning after a charter flight carrying golfers to King Island crashed into shops shortly after take-off.

Share

CommentComments

Destinations

Win a luxe Vanuatu holiday for two

Did you miss yesterday’s story on how to win a luxury trip to Vanuatu? We hit CTRL-A, CTRL-C and voila – here it is again!

Share

CommentComments

Cruise

Get a look at Azamara’s new ship arriving in Melbourne

Azamara sounds like a spell out of Harry Potter, but instead it’s the proud parents of Azamara Journey, the ship making her first trip down under.

Share

CommentComments

Travel Agents

Travel agent completes $15,000 bookings while in labour

by Hannah Edensor

We’ve never given birth ourselves but if the movies are anything to go by, we should be shouting ‘Give me my epidural’, not ‘How much for a room?’

Share

CommentComments

Wholesalers

Ormina Tours Redefines the Small Group Travel Experience

by Amy Bryant

Thesmall group itineraries are intimate and uniquely designed. But if its not for you, private journeys are tailor-made exactly to your interests, providing a personalised luxury European experience.

Share

CommentComments

Cruise

What will happen when millenials start river cruising?

by Tara Harrison

Uniworld’s new millennial product promises it won’t be a booze cruise, leaving us no choice but to withdraw our booking.

Share

CommentComments

Wholesalers

It’s The Big Fat Wholesaler Wrap

by Amy Bryant

This very detailed and insightful wrap up of wholesaler news is A+. Well, that’s the feedback anyway, we haven’t read it yet.

Share

CommentComments