New campaign showcases Gold Coast's playful personality

Play The Day Away blends elements of music, singing and dancing to promote the Gold Coast’s well-loved venues, places, and experiences in a new way, while casting a spotlight on the discovery of other lesser-known locations.

Destination Gold Coast CEO Patricia O’Callaghan said the campaign will showcase the breadth of offering to drive travellers further into the region than ever before.

“Destinations are investing millions of dollars globally into marketing campaigns to attract visitors, so we knew we had to do something different to cut through an exceptionally crowded market,” Ms O’Callaghan said.

“That's why we have chosen to use the energy of dance and song in this campaign to showcase the Gold Coast in a way that has never been done before.

“After two years of lockdowns, disrupted travel plans and cancelled holidays, the need to have fun and the desire to travel again is stronger than ever. Play The Day Away is a burst of colour and a window into the Gold Coast’s playful personality."

Targeting interstate markets Sydney and Melbourne, the campaign will be spruiked across free to air TV, BVOD, digital and social media placements and further upweighted by local influencers used as extras in the campaign who will share bespoke destination content.

Read the media release and click on the video below to view the TVC.

HOW TO GET INVOLVED

• View the campaign factsheet and download the Play The Day Away brand guide here.
• Align activity to support the campaign using high energy imagery and emphasising the diversity of experiences available to visitors.
• Post on social media using #PlayTheDayAway and tagging @DestinationGoldCoast.
• Use the Play The Day Away campaign sticker overlay on assets downloadable here.