The Press Play campaign is purposed to drive short-term domestic visitation while increasing leads to industry and member products. There is the opportunity to leverage customers who have a medium to strong intent to travel, to stop hovering over the ‘book now’ button and ‘press play’ on a Gold Coast holiday. The digital campaign will drive unique deals and offers. Taking an adapted approach to traditional DGC marketing campaigns, to focus on experiences that are tailored to those seeking value and creating fun-filled memories.
We know that travel remains high on the agenda but customers are still hesitant to book. With concerns on the next covid wave and potential cancellations, customers are nervous that they will encounter a fractured holiday experience. With abundant flight opportunities and red hot deals from operators, there is an opportunity to position the Gold Coast as a fast, low stress and high value holiday destination.