TOURISM INDUSTRY WELCOMES NEW CAMPAIGN

‘And Action’ has been rolled out in a bid to continue on the momentum of 2012 that saw a 14 per cent increase in the number of domestic tourists as compared with 2011.

The new campaign features a series of movie trailer-style advertisements screening in Sydney and Melbourne throughout June, designed to complement the Gold Coast’s existing ‘Famous for Fun’ brand.

Approximately 30 people sat in on the luncheon, representing a cross section of the industry and its stakeholders.

Holidaymakers spent $3.1 billion on dining, attractions, entertainment and accommodation in 2012, with strategies discussed aiming to double expenditure by 2020.

Minister for Tourism Jann Stuckey says the campaign has a deliberately broad target market.

“This cinematic campaign demonstrates that whatever your age or interests, you can write your own holiday script filled with your own fun moments from the nation’s tourism playground,” says Stuckey.

Over 50 Gold Coast operators are participating in the ‘And Action’ initiative through online advertisements, a move which has delighted Gold Coast Tourism CEO Martin Winter.

“It’s great to see so many local operators able to benefit from the campaign by showcasing their products online,” says Winter.

“The advertisements are action-packed, capturing the diversity, energy, and of course fun of the Gold Coast as a destination in a style and scale that does justice to the ‘Famous for fun’ promise.”

Shane O’Reilly, Managing Director at O’Reilly’s Rainforest Retreat, likes the focus on families in the new campaign, and says that previous campaigns have focused too heavily on adolescents.

“This one brings that age group down somewhat and concentrates on that younger family demographic which forms the basis of the Gold Coast leisure domestic market,” he says.