Southerners release their inner child in successful Gold Coast tourism campaign
Posted by editor (editor) on Aug 12 2010
2010 >>

A 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 percent over the five week campaign period, Tourism Minister Peter Lawlor said.

Mr Lawlor said the national television, radio, print and online campaign was a $580,000 joint initiative and investment of 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,” Mr Lawlor said.

“More than 50 tourism operators were involved in the campaign, which offered visitors adults-at-kids prices for Gold Coast attractions as well as accommodation deals such as free nights.

“We are happy to report the campaign has done exceedingly well, and in addition to sales increasing 29 percent, room nights increased 30 percent and the number of passengers who booked a Gold Coast holiday through Flight Centre increased by 47 percent compared to the same period last year.

“This news is fantastic given the winter months are traditionally quieter for the Gold Coast.”

Mr Lawlor said the campaign was a continuation of Tourism Queensland's run of great 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,” he said.

"The Gold Coast has also featured prominently in Queensland’s Getaway Giveaways’ retail campaign with the inclusion of 40 regional deals.

"All of these campaigns showcase the Gold Coast’s stunning holiday assets while offering holidaymakers great deals and incentives to take some time away from home.”

Gold Coast Tourism CEO Martin Winter said promoting products and prices was an essential part of tourism marketing today.

“Gold Coast Tourism currently spends 75 per cent of our resources in advertising with retail partners like Flight Centre and Infinity Holidays, it is a direct route to increasing heads in beds during these tough times,” he said.

“Right now we know local businesses need customers, not artistic brand campaigns, so the tactical, conversion based success of our most recent Gold Coast campaigns have provided a welcome boost to many in the Gold Coast tourism industry.”

Mr Lawlor said the ‘Gold Coast Grown Up Deals’ campaign offered a great opportunity for southerners to escape winter and travel north for some fun in the sun.

“This campaign successfully lured southerners to the Gold Coast and we hope the warmer weather will continue to lure domestic visitors to the Gold Coast for the rest of the winter season,” he said.

In the year ending March 2010, 665,000 Melburnians holidayed in Queensland, a 25 percent increase on the year before.

The Gold Coast is Melburnians’ favourite Queensland destination, with 281,000 holidaying on the Coast in the year ended March 2010, 20 percent up on the previous year.

In the year ending March 2010, more than 3.1 million domestic visitors travelled to the Gold Coast who spent over $2.8 billion on their trips to the region.

For more information about Gold Coast holidays visit www.queenslandholidays.com.au.

Media Enquiries:
Minister’s Office – 3224 2002
Tourism Queensland – 3535 5840

Last changed: Aug 12 2010 at 10:50 AM