Sunshine Coast’s diversity showcased in latest tourism campaign

By Jennifer Kent

VISIT Sunshine Coast (VSC) has launched a new tourism marketing campaign inviting visitors to ‘immerse yourself for real’ in a variety of experiences throughout the Sunshine Coast.

Targeting Brisbane and the surrounding drive market, the campaign showcases the diversity of experiences the Coast’s sub-regions – including the Hinterland – has to offer, with the goal to drive bookings to local businesses during the region’s low and shoulder seasons: February-March and May-June.

With a key focus being to challenge Queenslanders to experience a different side of the Sunshine Coast, VSC CEO Matt Stoeckel said that the campaign “pieces together the places that make the Sunshine Coast so unique”.

“Visitors may come for our pristine beaches and Hinterland, but they stay because of the richness of experiences that make up the spaces in between and the people they meet along the way,” Mr Stoeckel said.

“This campaign will highlight those experiences people may not even realise we have to offer.”

Local Glasshouse Mountains businesswoman Lauren Brisbane of QCamel applauded Visit Sunshine Coast on what it was doing to highlight our wonderful region. “Visit Sunshine Coast are fantastic at showcasing the Sunshine Coast and really getting it on the map,” Ms Brisbane said.

“For our business in particular, we have lots of people coming to the region, with most of our tours fully booked.

“People are loving experiencing and learning more about their backyard.”

The campaign features enticing images of the region’s hidden gems, including the picturesque Glass House Mountains, Lake Baroon, Kondalilla Falls, and Maleny’s iconic One Tree Hill.

Hinterland Tourism Sunshine Coast’s vice president Kelly Tilse said they’re very excited for the region to be showcased alongside the rest of the beautiful Sunshine Coast as part of the campaign and are excited to work alongside VSC to continue to promote and support our stunning region.

“This campaign will reach thousands of tourists looking for a long awaited relaxing getaway and the Sunshine Coast and hinterland tick all their boxes,” said Ms Tilse.

“The ripple effect will be massive – with happy travellers come a much needed boost for our many local hinterland businesses.

“There’s so much to celebrate about the Sunshine Coast.”

Queenslanders will get a glimpse into a different side of the region with Mr Stoeckel explaining the campaign will target those already seeking a Sunshine Coast-style escape.

“What will make this campaign especially effective is its highly targeted approach, going after travellers who are already looking for a Sunshine Coast-style escape making it easier for us to convert holiday dreaming into solid bookings for our region,” he said.

This latest campaign dovetails the ‘Immerse yourself, for real’ aspirational campaign VSC recently launched back into interstate markets with the reopening of travel.