New campaign to drive more visitors to the Sunshine Coast
Visit Sunshine Coast (VSC) is working in conjunction with local tourism organisations and chambers of commerce to launch the second phase of the ‘Come to life’ marketing campaign, targeting the surrounding drive market in south east Queensland and beyond.
Building on the region’s ‘naturally refreshing’ branding and the successful roll-out of phase one of the program during 2017, phase two includes seven new 15 second television commercials, a dedicated ½ hour episode on the nationally-broadcast Queensland Weekender TV program, static and digital billboards throughout Brisbane metro, digital and social media placements and tourism offers redeemable until June 2018.
The campaign will run until mid-March highlighting Sunshine Coast local areas including Caloundra, Kawana, Eumundi, Coolum, Maroochydore, Mooloolaba and the Hinterland, targeting Brisbane, Toowoomba and the Wide Bay regions.
‘Come to Life’ aligns with Tourism and Events Queensland’s recent campaign emphasising the amazing tourism experiences available across the state and reflects the Sunshine Coast’s five brand pillars:
- Contemporary beach culture;
- Wonders of nature;
- Innovative food and produce;
- Immersive encounters, and;
“This campaign is a great way to partner with sub-regional groups to increase destination awareness and encourage visitor dispersal from the surrounding drive market,” said Visit Sunshine Coast CEO, Simon Latchford.
“While we are working to attract a balanced mix of visitors from national and international markets, we recognise that a vast amount of potential visitors are located within a 200k radius of the Sunshine Coast. To the year ending September 2017, the region attracted 3.4 million domestic overnight visitors, of which 2.5 million came from the intrastate market – it remains the region’s ‘bread and butter’ market.
“The aim of the campaign is to emphasise our well known ‘naturally refreshing’ strengths, but also to highlight area’s not as well-known attractions and the incredible diversity of experiences available within the region. Beyond our enviable beach culture is one of Australia’s most renowned food scenes, a vast range of health and wellness activities, adventure experiences and a vibrant arts and cultural sector.
“There are many popular beach destinations along the East Coast, but few can offer such a diverse range of quality experiences that take in both beautiful coastal and dramatic hinterland landscapes.”
Destination Promotion panel member and General Manager of Best Western Plus Lake Kawana Hotel, John Orning said the drive market is very important for the region.
“It’s important to show the diversity of experiences that make up the Sunshine Coast and one of the most attractive aspects is that for so many potential holiday-makers, we are only located a short drive away.
“It is very pleasing to see the first promotion of its kind for Kawana – that will not just appeal to leisure visitors, but also day trippers.
“Most importantly, the initiative shows a will to work together to promote the destination under the Sunshine Coast brand first and then individual sub regions and tourism businesses second. We are, after all, competing against many prominent destinations around Australia, and it makes sense to work together,” added Mr Orning.
Television – seven sub regional 15 second advertisements will be aired in Brisbane metro, Toowoomba and Wide Bay regions. The advertisements will also be displayed digitally via VSC social media. In addition, a Queensland Weekender Sunshine Coast feature will air on channel 7 on Sunday 4 February. The segment will be aired in Queensland Markets (inc Bris) and then will feature nationally via 7Two on the following Saturday. Replays will feature across 7Two Brisbane and 7Two Regional Qld during February/March.
Billboards – Static and digital billboards will be displayed in Brisbane metro at locations including Ann St in Fortitude Valley (digital), the Normanby 5-ways in Spring Hill, Lutwyche Road in Windsor and Ipswich Road in Woolloongabba.
Digital – VSC website portal featuring operator deals from each region, will be live from 1 February – 15 March. Deals will be redeemable between 1 February – 29 March and 17 April – 29 June (outside of school holidays). This will be promoted via a lead generation campaign on Facebook in conjunction with Tourism Events Queensland and also tweeted out regularly during the promotional period. There will also be continued banner promotion with The Urban List, which has followed an editorial and promotion via a competition prior to Christmas.
Music – The creative features a song about the Sunshine Coast called ‘This Town’, written by local musician and VSC ambassador – Dan Horne, an English migrant who fell in love with the area and now – literally – sings its praises.
Sunshine Coast Deals
Campaign deals will be redeemable between 1 February – 29 March and 17 April – 29 June and include accommodation, attractions, events and tours. Terms and conditions apply. Examples include but are not limited to:
- Rumba Beach Resort, Caloundra
Exclusive to Visit Sunshine Coast followers, Rumba Resort’s Sunday fun and Monday FREE is exactly that. Book in on Sunday to enjoy live music, bevvies and tapas in the afternoon (receive a $50 voucher for your tapas), stay overnight. Recover all day the pool and stay Monday night for free. Save more than $540!
- 7 Sunshine Coast Marathon
Save 10 percent on your race registration. The 7 Sunshine Coast Marathon will take place on 17 to 19 August. Pack your lycra and runners and get ready to race in one of Australia’s premier running events. Register now and save 10% off your marathon entry.
- Amytis Garden Retreat, Kiels Mountain
Enjoy complimentary flights and car hire for a Fraser Island day trip. Stay three nights at Amytis Gardens Mountain Retreat (includes breakfast) and receive a complimentary day trip to Fraser Island including flight and 4WD hire. You’ll also receive a $50 spa credit.
- On The River Apartments, Maroochydore
Pay five nights, stay seven, save $400. Enjoy an ‘escape fling’. Book and relax in style for a week for just $750 – you save $400. Stay in a three-bedroom waterfront apartment. Includes free use of kayaks.
To see the full range of campaign deals go to: www.visitsunshinecoast.com/cometolife
Destination Promotion Program
Formed in July 2017, VSC created the Destination Promotion Program in partnership with sub-regional groups via a panel. The panel works as a conduit between the tourism community in their respective sub-regions and the VSC team, working together on marketing activities of mutual and regional benefit.
The appointed panel members include: Angus Richards (Hinterland), Louise Formosa (Eumundi), Megan Hartstone (Coolum), Ken Jeffreys (Caloundra), Billy Moore (Mooloolaba), Brendan Bathersby (Maroochydore) and John Orning (Kawana).
Over the past 6 months, the group has worked on several initiatives including television promotion for Mooloolaba, digital campaign with Caloundra, national weather crosses in the Hinterland and phase one of the campaign comprised television and digital and featured all sub-regions.
To see offers go to: www.visitsunshinecoast.com/cometolife