Tourism

Sunshine Coast sings its own praises

Some cities have nailed the whole tourism thing with songs written purely about their appeal; think Sinatra’s ‘New York New York’ or Peter Allen’s ‘I Go To Rio’. Well now the Sunshine Coast is hoping to follow suit.

Visit Sunshine Coast has launched a new destination marketing campaign called ‘Come to Life’, which builds on the region’s ‘naturally refreshing’ branding.

The new brand campaign comes with its own TV ads, photography, social media and print strategies, but most important is the song – written purely about the Sunny Coast – called ‘This Town’, written by Dan Horne.

A local musician and English ex-pat, Horne sings about how he fell in love with the Sunshine Coast, literally singing its praises. Get it?!

Horne, who is Visit Sunshine Coast’s first official Ambassador, created a special version of ‘This Town’ for the television commercial. The full song will appear on his new album, which is about to be released in his new home town, on the Sunshine Coast.

The visually-led campaign reflects the region’s five brand pillars: Contemporary beach culture; Wonders of nature; Innovative food and produce; Immersive encounters, and Exhilarating events.

You can watch the TV spot below, but to give you an idea, Horne’s music takes on styles similar to Xavier Rudd and John Butler Trio. A whole collection of shorter TV ads can be seen here.

The campaign will be rolled out from next week, initially to the drive market and then launched to interstate markets in March and April.

“It’s a great way to celebrate the 50th anniversary of the naming of the Sunshine Coast,” said Visit Sunshine Coast CEO, Simon Latchford.

“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. 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.

“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.

“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.”

Latchford said that the Sunshine Coast had recorded its highest tourism figures for over a decade in 2016, and with the launch of the new campaign, the 50th anniversary celebrations, an exciting calendar of events and a record level of direct flights to Sunshine Coast Airport, he was confident that the region could break the all-time tourism record in 2017.

SEE WHAT PEOPLE ARE SAYING

Hotels

Big Fat Hotel Wrap

by Vanessa Bussoletti

There are three things we read religiously at Travel Weekly – Economist, The Monthly & the weekly Hotel Wrap. And even those first two are a lie.

Share

CommentComments

Cruise

Getaway celebrates birthday with major giveaway

Getaway is celebrating its 25th birthday by teaming up with Scenic for the ultimate travel prize. No, Catriona Rowntree won’t be accompanying the winner.

Share

CommentComments

Destinations

7 Tips to Tackle Hong Kong for Rugby Sevens

by Amy Bryant

We’d be totally behind the Rugby Sevens if we had even the slightest understanding of what it was. Then again, we didn’t know what a telegram was either.

Share

CommentComments

Travel Agents

Travel insurance closes the gender gap

by Hannah Edensor

This business is offering female travellers discounts that reflect the gender wage gap, and we’ve already popped the champers to cheers this move.

Share

CommentComments

Aviation

Brexit already damaging travel industry: Branson

by Hannah Edensor

Sir Richard Branson has been in the news a lot lately, and today he’s raking Brexit over the coals. Although no actual coals were involved.

Share

CommentComments

Destinations

Tourists trapped on Whitsundays with dwindling supplies

The chaos caused by Cyclone Debbie isn’t over yet, with airlines and hotels working to help travellers evacuate the severely damaged region.

Share

CommentComments

Tourism

What the Aussie travel landscape looks like right now

by Hannah Edensor

Work in travel? Haven’t the foggiest where it’s heading? Then this will be like a de-fogging machine to the mind.

Share

CommentComments

Tourism

NSW tourism industry down 10,000 jobs

A new report is suggesting we’ll be 10,000 jobs short of a full house by 2020. Not that we’re looking for card players or casino workers, however.

Share

CommentComments

Hotels

The Scoop on Hyatt Regency Sydney’s Launch Party

by Amy Bryant

We love a good party, we once attended one we weren’t even invited to. By once, we mean often.

Share

CommentComments

Travel Agents

Beauty and the Beast captivates industry

We were singing along to ‘Tale as Old as Time’ at the top of our lungs until a staff member quietly asked us to leave.

Share

CommentComments

Destinations

Explore Hong Kong aboard a Restaurant Bus

If you love exploring the wonders of our planet and sitting your butt firmly on the couch, then this new attraction merges your two passions.

Share

CommentComments

Cruise

Big Fat Cruise Wrap

This cruise wrap is coming to you from the balcony suite of a ship in the Pacific. Just kidding, it’s from our desk strewn with snacks and coffee cups.

Share

CommentComments