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.
Get Up and Gold Coast
Visitor Economy
In Market: Phase 1 (27th Aug – 31st Oct 2025), Phase 2 (2nd Feb – 31st March 2026)
Target Audience: Sydney, Melbourne & New Zealand
Objective: Re-appraise the modern Gold Coast and establish the city as Australia’s premier tourism, lifestyle, events, education and cultural destination.
Channels: Out-of-home, audio, cinema, META, TikTok, Digital video & display, BVOD, PR Activation
Description: Get Up and Gold Coast is the latest EGC brand campaign aimed to debunk outdated notions of the ‘old Gold Coast’. An iconic statement that elevates the Gold Coast above the generic swirl of destinations, Phase 1 of the campaign starts a fresh conversation by shifting the Gold Coast from being a place, to being an attitude, a philosophy and behaviour. Part invitation, part challenge - through bold thinking, smart channel selection and a creative use of media, we aim to help shift perception at scale.
Phase 2 of Get Up and Gold Coast will shift from awareness into action, driving conversion through a strong call to book. Through a dedicated deals hub, this next layer will showcase various incredible flight, accommodation and experience deals, designed to move audiences from inspiration to purchase.
Get Up and Gold Coast – Great for a day, better when you stay
Visitor Economy
In Market: Always-On campaign
Target Audience: Travellers with kids (TWIKS) & Travellers without kids (TWOKS) of Brisbane and NNSW
Objective: Increase overnight visitation from drive markets
Channels: META, Radio, Podcasts, Out-of-Home, Digital Display, EDMs
Description: Previously known as Stay & Play, this always-on campaign targets surrounding drive markets which make up for the Gold Coast’s largest visitation group. Refreshed for 2026 under the new EGC brand campaign Get Up and Gold Coast, the campaign will be paired with a new tagline ‘Great for a day, better when you stay’ to reinforce visitors to turn their visits from day trips into multi-night stays.
To overcome the growing ‘been there, done that’ mindset of the drive market, the campaign showcases the ever-evolving lineup of events, accommodation, dining and experiences on offer.
Sneeky Mid-Weeky
Visitor Economy
In Market: 8th April – 31st July 2024 + 20th May – 10th July 2025
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: Out-of-home placements, Radio, Podcasts, BVOD, Digital Display, Facebook, Instagram, TikTok, YouTube, Google and Digital Content
Description: This campaign targets travellers without kids (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 130 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 148 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.
Love GC
Visitor Economy
In Market: From 15th March onwards
Target Audience: Sydney, Melbourne & Drive regions
Objective: Regional recovery campaign following the impacts of ex-Tropical Cyclone Alfred
Channels: Out-of-Home, Digital Display, META, Google, High impact Print
Description: Following the effects of ex-Tropical Cyclone Alfred, LOVE GC was launched to showcase that the Gold Coast was open for business. Working together with local businesses, the campaign lead with a witty, light-hearted messaging and showcased the many incredible deals available to help drive urgency for March conversions and protect the April Easter holiday peak period.
Phase 2 of the campaign then shifted focus to directly boost the Gold Coast visitor economy. Jointly funded by the City of Gold Coast and Queensland Government through Tourism and Events Queensland, LOVE GC Cards is a stimulus package designed to support the city’s accommodation, dining, experience and attraction industries. For just $50, consumers can purchase a preloaded $100 LOVE GC Card through the Experience Gold Coast Shopify website, doubling their spending power at participating businesses. All 50,000 available cards were sold out with 100% of the stimulus funds going towards Gold Coast businesses.
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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.