Experience Gold Coast serves to strengthen and promote the Gold Coast’s position as a premier destination for tourism, study, major events and arts and culture. Our portfolio of marketing campaigns showcase the Gold Coast’s unique appeal and capture attention to attract domestic and international target markets.
With creative marketing strategies and engaging storytelling, these campaigns capture the lively spirit, stunning scenery and key experiences that set our city apart. EGC’s marketing activities employ an omni-channel approach encompassing free-to-air and subscription television advertising, outdoor, digital, social media, activations and public relations. Through these mediums we create a strong connection with potential visitors, sparking their curiosity and enticing them to explore the many recreational, cultural, educational and scenic offerings of the Gold Coast.
Sneeky Mid-Weeky
Visitor Economy
In Market: 8th April - 31st July
Target Audience: Travellers Without Kids (TWOKS) in Sydney and Melbourne
Objective: To generate an increase in midweek visitation to the Gold Coast by driving awareness and conversion for offers available to purchase between Monday to Thursday.
Channels: Outdoor Advertising, Radio, BVOD, Digital Display, Facebook, Instagram, TikTok, YouTube, Google and Print advertising with Luxury Escapes, Rex Airlines and Ocean Roads
Partnerships: Virgin Australia, Nova, Expedia, Tripadvisor and Webjet
Description: This campaign targets TWOKS, who have the flexibility to travel midweek, outside of school holidays and weekends periods. The campaign aims to provide a more relaxed and enjoyable experience, away from the weekend crowds, allowing visitors to fully savour the Gold Coast's attractions at a leisurely pace.
The Sneeky Mid-Weeky campaign is a collaborative effort with over 50 operators that have created compelling deals only available to those who visit between Monday - Thursday. The Sneeky Mid-Weeky brand is marketed through key awareness channels, with a CTA to the SMW landing page, where over 60 bookable offers could be found, across flights, accommodation, experiences and dining. Highlights include exclusive packages at luxury hotels and special offers on many gold coast experiences.
Pop Masters
HOTA
In Market: 18 Feb – 4 Jun 2023
Objective: To deliver world class artworks to the Gold Coast.
Channels: Paid & Organic social media, outdoor, radio, website, publishers
Description: HOTA Gallery’s first ever international blockbuster exhibition invited you into the world of iconic artists Andy Warhol, Keith Haring and Jean-Michel Basquiat, with a collection of works never before seen in Australia. In the spirit of Pop Art, this exhibition was adventurous and shamelessly bold, featuring legendary artists that defined a generation.
Stay & Play
Visitor Economy
In Market: February - October 2024.
Target Audience: Brisbane Locals
Objective: Stay & Play aims to convert Brisbane day trippers to overnight visitors by leveraging events, activities and experiences to create a sense of FOMO among the Brisbane Drive Market.
Channels: META, Radio, Listnr, Soundcloud, owned digital channels, eDMs.
Description: Stay & Play is our Brisbane drive marketing campaign, aiming to convert Brisbane day trippers to extend their visit and stay overnight. It leverages the abundance of sports, leisure and entertainment events held on the Gold Coast and creates a getaway around them. The campaign highlights key events such as: Blues on Broadbeach, Pacific Airshow, Magic Millions, Boost Mobile GC500 as well as Top Tier Music & Arts.
Key messaging offers listeners itinerary suggestions through the promotion of a range of experiences and accommodation, all with the aim of encouraging the audience to Stay & Play.
Wonder
HOTA
In Market: Fri 6 - Sun 15 Oct 2023
Objective: To bring 10 nights of Wonder through large scale art and performance in the outdoors.
Channels: Owned channels, external publishers and websites, media
Description: The 2023 edition of Wonder saw Borealis by Dan Acher illuminate the night sky and envelop the Outdoor Stage in colour, light, and sound.
This was accompanied with an array of events that enhanced the experience, including night markets, luxurious dinners under the stars and live music beneath the art.
Gold Coast Summer FUNds
Visitor Economy
In Market: 15th January - 21st January 2024
Target Audience: South East Queensland Residents
Objective: To drive immediate recovery for Gold Coast attractions, tours, and experience operators affected by severe weather during summer 2023/24 by stimulating Southeast Queenslanders to book Gold Coast experiences through a $50 voucher incentive.
Channels: Facebook, Instagram, Radio, Outdoor Advertising, Print & Digital Advertising (Courier Mail, Gold Coast Bulletin)
Description: The $2.5 million Gold Coast Summer FUNds recovery program, delivered in partnership by the Queensland Government via Tourism and Events Queensland, Experience Gold Coast and City of Gold Coast encouraged South East Queensland residents to support more than 180 tours, attractions and experiences impacted by weather events over the peak summer holiday period through radio, press ads, owned channels and display advertising.
A total of 50,000 vouchers were made available, each providing the consumer with a $50 discount on participating tours, attractions, and experiences in the Gold Coast area.
Gold Coast Summer FUNds delivered on its potential to immediately inject business into the pockets of our tour, attraction and experience operators, delivering an immediate injection of $7.3 million in sales. The program went live at midday on Monday 15 January, with vouchers redeemed at an incredible rate of up to 200 purchases per minute at the program's peak and selling out all 50,000 vouchers within six days.
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ACKNOWLEDGEMENT OF COUNTRY
Experience Gold Coast acknowledges the Traditional Custodians of the land on which we are situated, the Kombumerri families of the Yugambeh Language Region.
We pay our respects to their Elders past, present and emerging, and recognise their continuing connections to the lands, waters and their extended communities throughout Southeast Queensland.