Experience Gold Coast has unveiled its first national tourism campaign in almost five years, enticing Aussies to revisit a grown-up Queensland city and encounter an evolved holiday destination from the GC of old.
The new ‘Get Up and Gold Coast’ multichannel campaign invites interstate Aussies to tap into the destination’s energy and love of life via a brand film by Chimera Project and Roam Films set against the GC’s breathtaking scenery.
It also comes as Tourism and Events Queensland revs up tourism growth with the launch of its ‘Holiday Highway‘ campaign, promoting road trips on the Pacific Coast Way, the stretch of beaches and islands between Gold Coast and Cairns.
Experience a refreshed GC
The star of the new GC campaign is 12-year-old local student Scout Sawyer, who stars with familiar faces, including eight-time world surfing champion Stephanie Gilmore and author and podcast host Ellidy Pullin.
An integrated media strategy and a playful interstate outdoor activation will support the campaign.
Experience Gold Coast CEO John Warn said the new campaign is part invitation, part challenge as the city attracted 13 million visitors in 2024, making the GC Australia’s second largest holiday market and number one in Queensland.
“To ‘Gold Coast’ means to tap into our city’s uniquely positive energy and find those wonderful moments – big and small – when you love life,” Warn said.
“The campaign has a compelling life force to it that makes you want to join in and get the most out of the extraordinary things the Gold Coast has to offer.”
Experience GC Head of Marketing Brant Hirst said the new campaign captures the essence of the destination as the Gold Coast Airport Masterplan got the government go-ahead recently.
“We know we have something pretty unique and special here,” Hirst said.
“If visitors haven’t been here for a while, they’ll discover a city that’s all grown up with a sophisticated arts and cultural scene, a world-class events calendar, leading universities and unforgettable natural beauty, packaged up in a love for life unmatched anywhere in the world.”
The tourism body also launched its first app recently, offering curated tips, hidden gems and exclusive deals.
For more info, head to experiencegoldcoast.com
