Marketing to ‘drive’ Sunshine Coast tourism

Visit Sunshine Coast (VSC) is aiming to maintain the region’s strong tourism growth with an integrated six month marketing campaign that will particularly focus on the intra-Queensland market.

Southern markets including Brisbane and Gold Coast, along with the Darling Downs, Wide Bay and Burnett areas will be targeted with a mix of TV commercials, billboards, digital and social media marketing.

The campaign will launch in November and will showcase the Sunshine Coast’s rich diversity of attractions and its distinctive sub-regions including Caloundra, Kawana, Hinterland, Coolum, Eumundi, Mooloolaba and Maroochydore.

The new fully integrated drive market campaign will continue the message of ‘Come to life on the Sunshine Coast’ and was unanimously approved by VSC’s recently established Sub Regional Committee, which provides advice and guidance from representatives of local tourism areas within the region.

Announcing the drive campaign, VSC CEO, Simon Latchford, said that the aim of the campaign was to attract both new and returning visitors to the Sunshine Coast over the next six months.

“There are over three million potential visitors within a three-hour drive radius of the Sunshine Coast and we can offer an outstanding range of holiday attractions,” said Mr Latchford.

“Our emphasis on specific local areas within the Sunshine Coast region is designed to highlight that there are so many reasons to return to the Sunshine Coast for a holiday.

“While many coastal regions are marketed with a relatively singular message, what we want to encourage is that it doesn’t matter whether you’re interested in beaches, food, trekking, adventure sports, spa and wellness, or being part of an event – the Sunshine Coast offers it all.

“The drive marketing program will be complemented by the announcement of other marketing initiatives shortly as part of the most extensive and unified tourism marketing plan delivered in recent years.”

Angus Richard, President of Hinterland Tourism, a member of the Sub Regional Committee, added: “The growth in tourist numbers from both the interstate and intrastate markets has been very encouraging, but our largest potential market is still the regions within a few hours’ drive of the Sunshine Coast, so all the sub-regions welcomed VSC’s new drive campaign and will support it strongly at a local level.

“We believe the new campaign will not only benefit general holiday travel but will also highlight the Sunshine Coast’s attraction as a prime destination for weddings, functions, the arts, health and food-related stays.”