Hero Campaigns

SMFR

Upcoming

Sunshine Moments, for real.

Campaign Summary: Sunshine Moments, For real is Visit Sunshine Coast’s (VSC) upcoming hero destination promotion campaign. The campaign, which brings the Sunshine Coast brand to life, celebrates Sunshine Coast attributes and experiences that set the destination apart, whilst compelling consumers to come and ‘find their very own sunshine moment’. The campaign will be launched by a commercial that was shot across nine locations of the Sunshine Coast. Campaign assets across additional locations and experiences will be created as the campaign rolls out. In addition to the paid promotional activity, VSC will partner with tactical retailers and industry to drive conversion for Sunshine Coast tourism businesses.

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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

Sub-regional hero campaign

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

Camapign 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

Trade Campaigns

Wotif.com

Dates in market: February 2022

Campaign  summary: Digital campaign offering up to 15% off Sunshine Coast hotels to drive bookings during shoulder season (Feb-March, May-June 2022).

Target Market/s: Eastern seaboard of Australia

Partners: Expedia Travel Group

Marketing Activity: Wotif.com run of site and VSC owned channels

2

My Queensland

Dates in market: Feb – March 2022; and June – August 2022

Campaign  summary: Multi channel campaign offering hand-crafted multi-day Sunshine Coast packages to drive bookings during shoulder season (Feb-March, May-June, August, November 2022)

Target Market/s: Sydney and Melbourne

Partners: Ignite Travel Group

Marketing Activity: Press ads, social media, SEM, Holiday Exclusives. Campaign exposures & incremental conversion (YoY)

Special Interest Campaigns

Worlds most loved updated

World's Most Loved Destination

It’s official! The Sunshine Coast is the most loved destination in the world. And we’re not just saying that because we’re biased (though, we have to agree), but travellers from across the globe have followed their hearts and it led them to one place: right here. Earlier this year, the Sunshine Coast earned the crown and we have been plugging this incredible accolade. To help us spread the word, we have put together a handy toolkit with a bunch of creative resources including the badge, social media images and email banners.

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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.

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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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