Brant Hirst: Former Nike executive joins Experience Gold Coast as head of marketing

The former boss of Nike’s China branch turned Gold Coast marketing chief has revealed what the city and sporting brand have in common. HIS FIRST INTERVIEW

The former boss of Nike’s China branch turned Gold Coast marketing chief says the city and sporting brand have much in common.

Brant Hirst has been named Experience Gold Coast’s new head of marketing, with a mandate to sell the city to the world.

Mr Hirst has more than 20 years of experience in the field and is the latest person to join the high-powered team led by CEO John Warn.

The passionate sports fan and sunglasses aficionado said the city had an opportunity to reach new audiences around the world.

“I think it will be (different from my work with Nike) but a lot of similarities because the greatest brands serve consumers on a practical and emotional foundation and Experience Gold Coast has been doing a lot of great practical things,” he said.

Brant Hirst, a branding expert formerly of Nike, who has been hired by Experience Gold Coast to rebrand and market the gold coast to the world. Picture: Glenn Campbell

“We can probably dig a little deeper now and understand what are some of those needs and triggers and what opportunities there are to serve travellers at a deeper level.

“I can also see that part of Nike coming across and under John’s leadership we have a platform to dig deeper.”

Mr Hirst holds a Masters of Marketing from Deakin University and has held senior roles across Australia, New Zealand, Korea, China and Southeast Asia, most recently working as chief commercial officer for brand management business Nick Auditore Represents (Fanatics), which has partnerships including the AFL, NRL, NBA, NFL and MLB.

Michael Jordan of the Chicago Bulls celebrates with teammate Scottie Pippen AFP PHOTO/Jeff HAYNES (Photo by JEFF HAYNES / AFP)

During his time at Nike he pitched directly to Chicago Bulls legend Michael Jordan, namesake of the Air Jordan sneakers.

The married father of two said he was excited to take up the post this week.

“When people think of Australia, the Gold Coast is in the top couple of destinations that comes up what they association with the Australian lifestyle, so we have the great opportunity to get it up and broaden it beyond the things we are well-known for,” he said. “The wheels are in motion with the changes made last year (to create Experience Gold Coast) and the brand of the city is about capturing all the dimensions.

Brant Hirst, pictured with sons Tom and James. Picture: Glenn Campbell

“For me it is all about expanding it but diving deeper into what the next generation wants from their world experience.

“Internationally there is a huge opportunity and those who have come here have had the time of their lives but for those who haven’t, it’s a blank canvas.”

New National and International Visitor Survey data compiled by Tourism Research Australia shows the domestic market is outperforming all expectations, with room for more growth.

But the pumping domestic market comes despite the slow recovery of international travellers since borders reopened in February 2022.

Experience Gold Coast CEO John Warn. Picture: Glenn Campbell

Global events, including inflation and a highly competitive market have been blamed for the slow numbers, with 612,000 international visitors arriving in 2023, around 57 per cent of pre-Covid numbers.

Mr Hirst said students and education was a rich area for the city to continue to tap into.

“Something the Gold Coast can offer that others cannot is study opportunities with universities, the lifestyle upside and the experiences which are bolted onto that,” he said.

“We are second to none and continue to be one of the world’s most attractive places.” 

It comes as Experience Gold Coast locks in the last pieces of its executive puzzle just a handful of months after its creation.

Its team includes:

• John Warn, Chief Executive Officer

• Geoff Hill, Chief Financial Officer

• Amy Watts, Head of People & Culture

• Brant Hirst, Head of Marketing

• Rachel Hancock, Head of Visitor Economy and Corporate Relations

• Avril Harris, Executive Director, Events

• Jennine Tax, Executive Director, Education

The last person to join will be Yarmila Alfonzetti who begins her role as Head of Arts and Culture on July 1.