Local lifestyles and colourful characters feature in new videos to promote Gold Coast

CLIMBING the rocks during a Currumbin sunrise, enjoying brunch at Paddock Bakery and dancing away at Miami Marketta — the highlights of local lifestyle are centre of Gold Coast Tourism’s new Destination Gold Coast campaign.

CLIMBING the rocks during a Currumbin sunrise, enjoying brunch at Paddock Bakery and dancing the night away at Miami Marketta — the highlights of local lifestyle are front and centre of Gold Coast Tourism’s new Destination Gold Coast campaign, with the rallying cry “We are Gold Coast”.

The marketing authority has released a rich new video to promote the region, with locals able to spot familiar locals in the imagery.

An image from the new Gold Coast Tourism campaign.

Gold Coast Tourism seeks to shed the city’s one-dimensional Glitter Strip image and sell the region for its vibrant and dynamic culture.

Departing sharply from previous bold and bikini-based campaigns, this one steers clear of a single slogan and draws on several subtler messages, highlighting the city’s lesser-known strengths as a place to live, study, work, invest and holiday.

Instead of professional actors, people were cast from local streets, with raw photos chosen over highly-polished images.

The multimillion-dollar new marketing campaign, to be launched at a VIP party tonight, is a celebrity-free zone, relying instead on authentic photos of residents enjoying the rich lifestyle offered by the young beachside city.