Following an unprecedented year of impact globally as a result of the COVID-19 pandemic, Destination Gold Coast (DGC) remains focused on bolstering the Gold Coast’s profile as a premier leisure destination by stimulating domestic demand, visitation and expenditure for the Gold Coast.
The $1.75 million domestic campaign is designed to aid the recovery of Gold Coast’s visitor economy in the lead up to the winter school holidays. For the first time in a year, Australia’s domestic borders are open and DGC remains committed to ensuring that the Gold Coast is a preferred holiday destination for intrastate and interstate travel.
Pre-COVID, 92% of visitors to the Gold Coast were domestic travellers and our aim is to entice our bread and butter market to holiday in the region more often. Owning the region’s status as Australia’s favourite holiday playground, the campaign will target high-spending travellers (HST), predominantly families, to choose the Gold Coast during the winter holidays. The seven-week campaign will be in market from 16 May to 4 July 2021 targeting core domestic markets including Brisbane, Newcastle, Sydney, Melbourne, Adelaide, Perth and Tasmania.
The campaign plays into the nostalgia of multi-generational family getaways and promotes most-loved experiences from the HST segment including going to the beach, relaxing by the pool, eating local produce and exploring natural scenery.
