pleased to announce that a recent Tourism Queensland campaign which encouraged grown-ups to
unleash their inner child and splash out on Gold Coast holiday attractions at kids prices has increased
overall sales by 29 per cent. The campaign ran for five weeks on national television, radio, print and
online. It was a $580,000 investment from the Bligh government to protect tourism jobs and deliver on
our promise to support the tourism industry through the good times and the bad. Our partners in the
campaign were Tourism Queensland, Gold Coast Tourism, Flight Centre and Infinity Holidays.
The Gold Coast Grown Up Deals campaign promoted a range of specials on the Gold Coast
designed to entice people to rediscover the region. Approximately 50 tourism operators were involved in
the campaign, which offered kids prices for Gold Coast attractions and accommodation deals, such as
free nights. Some of the operators involved included Currumbin Wildlife Sanctuary, Q Deck,
Dreamworld, Paradise Jetboating, Morning Whale Watch and a host of accommodation hotels and
resorts. This is real support to the tourism industry—that is, real people, real dollars, going through the
gates, taking a tour, or renting a room.
In addition to sales increasing by 29 per cent, room nights increased by 30 per cent and the
number of passengers who booked a Gold Coast holiday through Flight Centre increased by 47 per cent
compared to the same period last year. The campaign was a continuation of our run of tourism
marketing initiatives for the region. The Gold Coast Grown Up Deals campaign comes off the back of
the solid Summer Stays and Gold Coast Airport Marathon campaigns that ran earlier this year.
The Gold Coast has also featured prominently in Queensland’s Getaway Giveaways retail
campaign with the inclusion of 40 regional deals. Campaigns such as these work in partnership with
other new initiatives. Just a couple of weeks ago Jetstar announced it will fly from Queenstown to the
Gold Coast from December this year, contributing more than 350 seats each week into the area. This is
a perfect example of the Bligh government delivering new campaigns and strengthening partnerships
for the tourism industry.
