More Ways to Play 2022

Due to the impact of Covid-19 over the last two years, many Australian families hadn't had the chance to discover and experience all the exciting new businesses, developments and experiences that have sprung up on the Gold Coast. Our city has been booming and there is an opportunity to share the news with our southern state neighbours.  

To do that, Destination Gold Coast launched a Spring extension of the Play the Day Away campaign, called More Ways to Play. The three week campaign was designed to highlight both New and Undiscovered ways for families to play on the Gold Coast ahead of the September 2022 school holidays. It provided an opportunity to not only convert visitors with strong to medium intent to travel, but also itinerary-fill for those who had already booked their Gold Coast holiday, ultimately helping drive short-term visitation. Through paid Facebook advertising, a family focused brand video to disrupt and excite family decision makers, and a series of Facebook carousels featuring the identified new and undiscovered offers, the campaign focussed on showcasing fun-filled family memories through the retail lens of stay, play and eat experiences.