Hinterland features strong in new campaign
By Sonia Isaacs
VISIT Sunshine Coast has launched a cheeky new campaign that features the hinterland while urging Australians to swap fake sick days for a real holiday up here.
Unveiled on Monday, September 1, the tourism initiative invites workers to take a “Sunshine Sickie” – a two-night escape designed to combat burnout and showcase the best of the Coast and the hinterland.
Backed by a national campaign across TV, digital and outdoor advertising, the campaign taps into fresh research showing seven out of 10 Australians admitted to faking a sick day last year, most often due to stress, poor sleep or exhaustion rather than illness.
Visit Sunshine Coast CEO Matt Stoeckel said the campaign’s irreverent tone was underscored by a serious intent.
“With almost two-thirds of Aussies experiencing work-related burnout, the best antidote is of course a well-earned holiday,” Mr Stoeckel said. “Whether it’s a dip in the sea or a hike through the rainforest; a nature-based break is just the right medicine, and we’re inviting Aussies to come and find their own sunshine moment.”
Running as a new chapter of the Sunshine Moments brand, the Sunshine Sickie is Visit Sunshine Coast’s largest promotional push yet, with 10 short, vibrant video ads tailored for audiences in Sydney, Melbourne and New Zealand.
Campaign placements include TV on-demand, YouTube, TikTok, Google, Meta, and billboards in key metro centres.
Winners can choose from three specially curated mini-breaks designed for maximum relaxation: a ‘Vitamin SEA Booster,’ ‘Forest Bathing Reboot’ that includes a stroll through Maleny’s Gardners Falls, lunch at Spicers Tamarind and overnight stay at Narrows Escape Rainforest Retreat, or Hinterland ‘Haycation Rejuvenation.’
Each Sunshine Sickie itinerary has been designed with peace, calm and wellness in mind, and showcases some of the best experiences the Sunshine Coast can offer including ocean floats, spa treatments, rainforest walks, long lunches and farm stays.
