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Hero Campaigns

SMFR

Sunshine Moments, for real.

Dates in market: September 2022 ongoing.

Campaign Summary: Hero campaign which brings the Sunshine Coast brand to life whilst celebrating the destination’s unique attributes and experiences. The campaign compels consumers to come and ‘find their very own Sunshine Moment’.

Target Market/s: Eastern Seaboard of Australia and New Zealand

Marketing Activity: Broadcast video on demand, pre-roll, display, native tiles and social media.

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Sub-regional hero campaign

Dates in market: Feb – March; May – June 2023

Campaign Summary: Annual campaign that promotes each of the Sunshine Coast Council’s sub-regions. Showcases the breadth and depth of experiences on the Sunshine Coast whilst compelling consumers to ‘find their Sunshine Moment’ in each of the profiled sub-regions.

Target Market: South East Queensland (drive market)

Marketing Activity: Broadcast video on demand, pre-roll, display, native tiles and social media.

Trade & Aviation Campaigns

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Jetstar Sale

Dates in market: 20 – 24 April

Campaign  summary:A tactical campaign offering sale fares to the Sunshine Coast during the shoulder season (May-June; August, October-November)

Target Market/s: Sydney, Melbourne and Adelaide

Partners: Jetstar and Sunshine Coast Airport

Marketing Activity: radio, television commercials, display media, Jetstar owned channels and VSC owned channels.

Niche Campaigns

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In Pursuit of Hoppiness

To celebrate the Sunshine Coast as the Craft Beer Capital of Australia, VSC launched a podcast ‘In Pursuit of Hoppiness’. The podcast was produced in partnership with Southern Cross Austereo with host and media personality, Paul Taylor. Paul interviews the chief brewers and owners of Sunshine Coast breweries to unearth the stories behind Sunny Coast craft beer. The podcast is distributed on major podcast platforms including Spotify, Apple, LiSTNR. To find out more, click here.

Download the industry toolkit here

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Leading Places: TSI World's Most Loved

In January 2023, the Sunshine Coast was named the third most loved destination in Tourism Sentiment Index’s 2023 edition: Leading Places: The 100 Most Loved Destinations Around the World. To leverage and amplify this opportunity VSC is promoting the accolade across owned channels, and has put together an industry toolkit to help spread the word!

View Toolkit

Past Campaigns

Australia's Craft Beer Capital

With 21 craft breweries, the Sunshine Coast has the largest number of breweries per capita in the country, making the region Australia’s Craft Beer Capital. Sunshine Coast claimed the title last year when it celebrated the return of interstate travellers by announcing the country’s biggest welcome back party. Sunshine Coast continues to promote the craft beer story through ongoing marketing activities. We have put together a handy toolkit with a bunch of creative resources so you too can help spread the word.

Sub-regional hero campaign

Dates in market:Feb – March; May – June 2022

Campaign summary: Annual campaign that promotes each of the Sunshine Coast Council’s sub-regions. Includes high definition and immersive videos that drive awareness and trip ideas and itineraries on visitsunshinecoast.com to help customers plan and book a visit.

Target Market/s: Drive market (Brisbane and surrounds)

Marketing Activity: YouTube pre-roll, social media, advertorial (Couriermail.com.au), native tiles

Immerse Yourself, for real.

Dates in market: June 2021 – June 2022

Campaign Summary: Hero campaign featuring ‘pinch yourself’ experiences on the Sunshine Coast. Includes high definition and immersive videos that drive brand awareness and trip ideas and itineraries on visitsunshinecoast.com to help customers plan and book a visit.

Target Market/s: Eastern Seaboard of Australia and New Zealand

Marketing Activity: Broadcast video on demand, linear TV, YouTube pre-roll, display, native tiles, social media

Ride On Sunshine Coast - mountain biking

The Sunshine Coast’s climate and natural assets helped win the region hosting rights for cycling – road and mountain-bike – for the 2032 Olympic and Paralympic Games.

But as Visit Sunshine Coast’s (VSC) new campaign – Ride the 5 – so rightly highlights, you don’t have to be an Olympian to enjoy a two-wheel adventure on the Sunshine Coast.

Ride the 5 encourages visitors to hop on their bike and discover the Sunshine Coast’s twisting mountain bike trails, taking you from the bush to beach across quiet stream crossings, lush fern gullies and pedalling through towering rainforest.

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