Destination Gold Coast launched its PR-led 12 Plays of Christmas campaign on December 1st 2022, designed to encourage the Gold Coast local community to give the gift of tourism and leisure experiences for Christmas.
The 12 Plays of Christmas campaign was a partnership with local media outlets including the Gold Coast Bulletin, Sunday Mail, 92.5 Triple M Gold Coast and 90.9 SeaFM. It featured 12 Destination Gold Coast members who offered a 'can't say no' deal or gift voucher option that made the ultimate Christmas gift. The 12 members were each profiled through a combination of print and radio across the 12 days, with each member securing a write up in the Gold Coast Bulletin with a unique story angle as well as numerous radio mentions across the partner stations. Each member also gifted a prize to give-away as part of the radio component of the campaign, giving locals an opportunity to score a prize in the lead up to Christmas. The campaign was further amplified through paid digital ads, social media, EDMs and blogs to encourage locals to give the gift of a Gold Coast experience and subsequently support local businesses across our city.Featured members included: Australian Outback Spectacular, Currumbin TreeTop Challenge, Currumbin Wildlife Sanctuary, eFoilGC, Gold Coast Watersports, iFly Gold Coast, Kiff & Culture, Sailing in Paradise, S-Lab, Soak Bathhouse, Tommy's Italian, and QT Gold Coast.