Gold Coast makes a splash with new summer stays tourism campaign
Posted by editor (editor) on Jan 04 2010
2010 >>

A new domestic tourism campaign valued at $520,000 is underway to encourage Aussies to start the New Year with a splash and holiday at home on the Gold Coast, Tourism Minister Peter Lawlor announced today.

Mr Lawlor said the national print, online and radio campaign was a Tourism Queensland joint initiative in partnership with Gold Coast Tourism, Virgin Blue/Blue Holidays and Gold Coast Airport.

“Tourism Queensland has coordinated the partnership to promote a range of ‘Summer Stays’ on the Gold Coast and provide opportunities for visitors to rediscover the destination,” Mr Lawlor said.

“One of the campaign’s main objectives is to encourage both southerners, and Queenslanders to take that post-Christmas break before heading back to work.

“We want to remind Aussies about the great deals available in the wake of the festive period.

“The campaign, which kicks off on January 4, runs for four weeks and offers a range of great deals such as stay three nights and pay for two from as little as $309.”

Mr Lawlor said the campaign was expected to reach more than 2.8 million people.

“We want to keep the Gold Coast’s golden beaches and key attractions top of mind heading into what is a traditionally quieter season and encourage Aussies to holiday at home,” Mr Lawlor said.

“Tourism Queensland has been focusing efforts on communicating the ‘holiday at home’ message this summer by highlighting a range of affordable travel options available in Queensland.

“Working with Virgin Blue/Blue Holidays also enables us to package up some fantastic deals and makes it easier for holidaymakers from all over Australia to book their next ‘Summer Stay’ on the Gold Coast.

“Virgin Blue currently operates 132 flights into the Gold Coast from five domestic locations across Australia each week, which equates to more than 20,000 available seats and potential visitors to Queensland.”

Gold Coast Tourism CEO Martin Winter said the Summer Stays campaign was a great addition to the promotion of the Gold Coast this summer.

“Australian holiday makers want real bang for their buck, and with the Summer Stays promotion the Gold Coast delivers that bang gift wrapped and full of summer fun,” he said.


Mr Lawlor said domestic tourism was the backbone of the Queensland tourism industry.

“In the year ending September 2009 over 3.2 million domestic visitors travelled to the Gold Coast spending approximately $2.9 billion on trips to the region,” Mr Lawlor said.

“It has certainly been a challenging 12 months for the Queensland tourism industry and it’s encouraging to see campaigns and partnerships such as these continuing to encourage Australians to consider holidaying at home.”

For more information about the campaign or to book your Gold Coast summer stay visit – www.virginblue.com.au/goldcoast

Last changed: Jan 07 2010 at 2:31 PM