Driving into the sunshine

Queensland’s Sunshine Coast is looking to capitalise on the ever-growing drive holiday market with the launch of a new campaign by Visit Sunshine Coast. The tourist office is working in conjunction with local tourism organisations and chambers of commerce to launch the second phase of the ‘Come to life’ marketing campaign, targeting the surrounding drive market in south east Queensland.

The campaign, which will wrap up by the end of the month, features many well-known regions along the Sunshine Coast including Caloundra, Kawana, Eumundi, Coolum, Maroochydore, Mooloolaba and the Hinterland. Phase two of the campaign includes seven new 15 second television commercials, a dedicated 30 minute episode on Channel 7’s Queensland Weekender TV program, static and digital billboards throughout Brisbane metro, digital and social media placements and tourism offers redeemable until June 2018.

Visit Sunshine Coast ceo Simon Latchford said the marketing program was a great way to partner with sub-regional groups to increase destination awareness and encourage visitors for the surrounding drive market.

“While we are working to attract a balanced mix of visitors from national and international markets, we recognise that a vast number of potential visitors are located within a 200km radius of the Sunshine Coast,” he said.

Latchford added that the aim of the campaign was to emphasise the “well known ‘naturally refreshing’ strengths, but also to highlight the area’s lesser-known attractions and the incredible diversity of experiences available within the region”.

To the year ending September 2017, the region attracted 3.4 million domestic overnight visitors, of which 2.5 million came from the intrastate market.

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