A new million-dollar tourism campaign encouraging visitors to ‘migrate’ to the Sunshine Coast this summer was today launched on the Sunshine Coast.
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.
With a ‘migrating birds’ inspired theme, the creators of the campaign describe the rationale as; “Animals have a brilliant way of refreshing themselves: it’s called migration. Birds including The Wandering Tattler fly somewhere warm, relaxing and full of good food and shelter. This is exactly the same reason why Australians travel to the Sunshine Coast. It’s a place to unwind, relax, enjoy the sunshine, produce and experience natural attractions”.
Take a look behind the scenes here;
Targeting Melbourne, Sydney and Brisbane residents, the campaign includes a competition to win a six day holiday for four people to enjoy all of the Sunshine Coast experiences as shown in the TV spot. The campaign will also partner with Jetstar to advertise direct flights to the Sunshine Coast via print, digital and a 15 second TV ad.
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. During the past financial year, the region welcomed 2.8 million domestic visitors, a five per cent increase on the previous year.”
Minister for Tourism, Major Events, Small Business and the Commonwealth Games, Jann Stuckey
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.