Sunshine Coast Destination Limited (SCDL) and Tourism and Events Queensland (TEQ) worked in partnership to produce the innovative marketing campaign, filmed using state-of-the-art drones.
SCDL CEO Simon Ambrose says the theme of the campaign leverages the Sunshine Coast's “Naturally refreshing” brand and provides a birds-eye-view of the destination's natural attractions including Noosa National Park, Pumicestone Passage, Glass House Mountains and Carlo Sandblow.
“The campaign tells a story of uncovering the distinctive beauty of the Sunshine Coast through the eyes of The Wandering Tattler migratory bird. Our research tells us people are not aware of the scale of natural icons and experiences they can enjoy on the Sunshine Coast. We want this campaign to educate and inspire visitors to go beyond our superb beaches and explore the region's stunning natural attractions.”
Minister for Tourism, Major Events, Small Business and the Commonwealth Games, Jann Stuckey, said the marketing push is one of the largest for the destination to date.
“This is an exciting marketing concept for the Sunshine Coast and will build on the momentum of recent visitor growth to the region in the lead up to summer,” Ms Stuckey said.
“During the past financial year, the region welcomed 2.8 million domestic visitors, a five per cent increase on the previous year.”
TEQ CEO Leanne Coddington said, “The campaign perfectly positions the Sunshine Coast's tourism assets under the 'Naturally refreshing' brand.
“The campaign will commence screening online and across social media from this Sunday 12 October and will also run on TV, print, cinema and outdoor.”
The campaign will include:
- Targeting residents in key interstate markets – Melbourne, Sydney and Brisbane.
- A competition to win a six day holiday for four people to enjoy all the Sunshine Coast experiences as shown in the television advertisement.
- The campaign will also partner with Jetstar to advertise via print, digital and a 15 second television advertisement in Sydney and Melbourne with tactical messaging to fly direct to the Sunshine Coast.
- The campaign will be extended to the New Zealand market in early 2015.
To view the television advertisement or learn more about the campaign: www.visitsunshinecoast.com.au/vacationmigration