After two years of lockdowns, disrupted travel
plans and cancelled holidays, the need to play and the desire to travel again
is stronger than ever. The once-in-a-generation impacts of COVID-19 on the Gold
Coast’s tourism sector are still being felt and competition for domestic market
share is fierce as consumer confidence grows. At a time when every travel
entity across Australia is ruthlessly chasing market share, DGC’s campaign
content must remain fresh, relevant and inspiring to drive the desired cut through
in a crowded market.
While Destination Gold Coast has achieved a robust
brand identity with ‘Australia’s Favourite Playground’ platform over the last
few years, the creative assets were becoming fatigued. A new concept was
required to evolve DGC’s creative to be bold, category-breaking and in tune
with current consumer sentiment.
‘Come and Play’ was received positively
in market and helped lay the foundations for DGC’s strong and recognisable
brand, ‘Australia’s Favourite Playground’.
Now, it’s important to
build on this positioning with Play The Day Away and at a time when the
appetite for play has never been stronger.