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Tourism sector unites for new Sunshine Coast marketing campaign

Tourism sector unites for new Sunshine Coast marketing campaign
March 18, 2021

Visit Sunshine Coast has collaborated with the region’s tourism operators to launch a new marketing campaign targeting the drive market and encouraging Queenslanders to experience a different side of the Sunshine Coast.

Travellers will be inspired to not only explore the white sandy beaches of Coolum, Mooloolaba and Maroochydore, but journey south through Kawana and Caloundra before reaching the ancient volcanic peaks of the Glass House Mountains.

The Blackall Range will also feature prominently, with the charming villages of Nambour, Eumundi and surrounds on show.

Visit Sunshine Coast (VSC) Chief Executive, Matt Stoeckel said the goal of the joint marketing campaign was to drive bookings to local businesses during the region’s low and shoulder seasons: March and May-June.

Stoeckel notes “the tourism landscape remains incredibly uncertain, and VSC’s focus remains on doing everything we can to support our local industry.

“This co-operative campaign provides an opportunity for businesses - who may not have as much marketing budget this year – to buy in and leverage off VSC’s campaigns in market as well as our new brand, For real.

“The campaign will be rolled out between now and the end of financial year across television, print advertising and sponsored content, online news sites and targeted social media posts.

“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.”

A key focus of the combined marketing campaign will be to challenge Queenslanders who may think they know the Sunshine Coast well to experience a different side of the region. 

Stoeckel adds “This 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.

“The Sunshine Coast is totally real, and this campaign will highlight those experiences people may not even realise we have to offer.”

Narrows Escape Rainforest Retreat owner Xochi Lindholm - who is taking part in the campaign commented “It is such an amazing opportunity to be part of a campaign with VSC.  It gives us access to a much larger audience and will hopefully boost our visibility, reputation and bookings.”

This latest campaign follows the successful launch of the region’s new destination brand For real in late 2020.

For more, visit

Image top: Sunshine Coast TreeTop Challenge, Woombye; image above: Sunshine Coast Campaign Pumice stone Passage Caloundra

Related Articles

10th March 2021 - Sunshine Coast Council’s migrant swim initiative set for 2021 program

8th March 2021 - Sunshine Coast Council backs Parks Week 2021

25th February 2021 - Sunshine Coast sub-regions launch tourism marketing campaigns

4th February 2021 - Visit Sunshine Coast and Tourism Noosa partner in launching new tourism campaign

31st January 2021 - Sunshine Coast MP promotes SEA LIFE Sunshine Coast tourism attraction

15th January 2021 - Visit Sunshine Coast welcomes Matt Stoeckel as new Chief Executive

4th December 2020 - Sunshine Coast partnerships promote new JOBS NOW campaign for tourism and hospitality sector

28th November 2020 - Three Sunshine Coast attractions receive funding from Queensland Government

21st November 2020 - Sunshine Coast launches its new destination brand ‘For real’

30th June 2020 - Visit Sunshine Coast welcomes partial opening of Queensland borders

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