Gold Coast begins image review
Posted by editor (editor) on Nov 19 2009
2009 >>

Gold Coast Tourism and Tourism Queensland are working together to forge a new global image for the Gold Coast, Tourism Minister Peter Lawlor announced today.

Mr Lawlor said the state and regional tourism bodies had joined forces as part of Tourism Queensland’s new Global Brand Strategy to give the popular tourist destination an image makeover.

“The Gold Coast was where tourism in Queensland really began and it is arguably our most well-established tourism destination,” he said.

“It is important the Gold Coast tourism industry keeps a finger on the consumer pulse; that we continue to investigate what the consumer looks for in a Gold Coast holiday and position the region to meet these needs.

“Tourism Queensland and Gold Coast Tourism are consulting with tourism representatives, business, media and interested residents to identify how the coast should be sold to tourists.

“This could mean replacing the Very Gold Coast brand with a completely new look and feel.

“It’s very early days, we are currently in the consultation phase of the process and the outcome of that will guide the creative and imagery. We hope to unveil the new approach in mid 2010.

“We want to increase the Gold Coast’s brand, broaden the audience and broaden the way the Gold Coast is thought of by consumers in Australia and around the world.

“Whatever the result it needs to be something Gold Coast business, media, tourism operators and residents are proud of.”

Gold Coast Tourism CEO Martin Winter said the partnership is the smart way to approach such an important strategy.

“Gold Coast Tourism and Tourism Queensland intend to research and deliver the very best image for the Gold Coast, one that is truthful yet powerful, distinct yet inclusive,” he said.

“The combined resources of both marketing organisations will ensure the destination positioning is developed with the full force of the Gold Coast tourism industry and the full reach of the Tourism Queensland network.

“The benefits of a collaborative approach are obvious; the success of the Gold Coast is essential to the success of Queensland so we are all fully vested in this strategy and its outcome.”

Tourism Queensland acting CEO Steve McRoberts said Tourism Queensland’s lead creative agency, CHE Brisbane, had been charged with developing the new global creative concept and would be heavily involved in the industry consultation.

“CHE Brisbane is part of the Clemenger BBDO Network which has 287 offices in 79 countries around the world, and was the winner of the last three Cannes Network of the Year for Creativity,” he said.

“Global awareness of Queensland is at unprecedented levels thanks to the ‘Best Job in the World’ campaign which has really paved the way for Tourism Queensland’s longer term global brand strategy.

“It’s about communicating a clear and consistent tourism message for the Gold Coast and Queensland.”

Mr Lawlor added that tourism was one of Queensland’s largest export earners contributing significantly to the economic and social well-being of the state.

“More than 3.9 million international and domestic overnight visitors travelled to the Gold Coast and spent approximately $3.7 billion on their visit in the year ended June 2009.

“We are undertaking this process to address the challenges presented by the volatile global environment and to continue to secure benefits for the Gold Coast and wider Queensland tourism industry,” he said.

Last changed: Nov 19 2009 at 9:41 AM