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.

     

    Latest News

    • Conferences

    Cvent Accelerate Sydney finds event growth will come from pre-, during and post-event data

    Cvent, an industry-leading meetings, events and hospitality technology provider, has concluded its third edition of Cvent Accelerate in Sydney, where technology’s role in catapulting growth was front and centre. The 341 attendees were challenged to think how they are currently using data and additional ways to unlock its potential, particularly across marketing, in scaling event […]

    • Food & Beverage

    Four Seasons Hotel Sydney popular Aperitivo returns to Grain Bar

    Four Seasons Hotel Sydney is relaunching its popular Aperitivo, now located in the George St venue’s award-winning Grain Bar. Originally launched into Mode Kitchen & Bar in 2023, Aperitivo is inspired by the classic Italian evening ritual where guests enjoy a cocktail, paired with traditional Italian antipasti bites. It became a much-loved offering for Sydneysiders […]

    • Hotels

    nb_ OUTRIGGER Kona Resort and Spa completes US$60 million renovation

    Hawai’i’s OUTRIGGER Kona Resort & Spa has completed its US$60 million (AU$90 million) renovation as is once again ready to welcome guests to Keauhou, a name that signifies “New Era”. The revitalised 511 guest rooms/suites and meeting spaces blend the property’s heritage and reverence for voyaging with modern aesthetics. The concept of “koi au” inspired […]

    • Events

    Merlin Venues Sydney partners with bespoke catering

    Merlin Venues Sydney, the events arm of Merlin Entertainments, has announced a new partnership with Sydney-based culinary experts, Bespoke Catering ahead of its event season. Merlin Venues Sydney hosts a range of unique public and private events across their four leading attractions in the city. These include the iconic SEA LIFE Sydney Aquarium, WILD LIFE […]

    • Business
    • Events
    • Exhibitions

    Sprintr launches world’s first 100% recyclable kiosk for delegate registration

    Sprintr has launched its sustainable, lightweight, modular EcoKiosk for delegate registrations, to support the events industry in reducing its carbon footprint. Made from Re-Board® Technology, a durable, versatile, lightweight, printable and 100 percent recyclable product, this impressive design gives the business events industry the option to reduce their environmental impact and deliver on sustainability KPIs. […]