Forget the weekend! Experience Gold Coast launches mid-week travel campaign

Forget the weekend! Experience Gold Coast launches mid-week travel campaign
Edited by Travel Weekly

    Experience Gold Coast has launched a first-of-its-kind tourism campaign to broaden the appeal of the Gold Coast by showcasing the magic of mid-week travel in collaboration with a host of activities and attractions.

    Sneeky Mid-Weeky targets holidaymakers who have more flexibility to travel mid-week including solo travellers, couples, groups of friends, or parents wanting a kid-free getaway.

    The catchy Sneeky Mid-Weeky tagline is further bolstered by compelling bookable offers across accommodation, airlines, and experiences available exclusively to those who travel mid-week.

    Experience Gold Coast CEO John Warn said the brand-new campaign aims to increase Monday-to-Thursday visitation by driving conversion through compelling mid-week deals.

    “In an exceptionally competitive travel market, Sneeky Mid-Weeky is designed to not only surprise and delight our largest interstate markets with cut-through messaging and exclusive offers, but also to expand into a lucrative new market segment of travellers without kids,” Warn said.

    “Travellers without kids are one of the fastest growing domestic visitor segments. In fact, since 2010 the national market share has grown over 98 per cent and in the last year alone this segment had a solid 40 per cent share of national overnight holiday visitors.

    “While the Gold Coast remains popular on weekends and school holidays, our single biggest growth opportunity domestically is to unlock mid-week travel”.

    “Deploying this tactic in Sydney and Melbourne not only ensures the Gold Coast smooths demand as a year round destination of choice but also helps to drive a more sustainable visitor economy overall”.

    “With the intent to turn Sneeky Mid-Weeky into a verb, the Gold Coast will soon be synonymous for a mid-week trip.”

    The extensive interstate campaign will be promoted over coming months across out of home, broadcast, social and digital media, and display advertising”.

    Experience Gold Coast worked with Dentsu Queensland (media agency) and Publicis Worldwide (creative agency) to bring the campaign to life.


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