New ‘Sneeky Mid-Weeky’ tourism campaign launches on the Gold Coast aimed at solo travellers

The Gold Coast has launched a cheeky new tourism campaign dubbed “Sneeky Mid-Weeky” targeting solo travellers, couples, groups of friends or parents wanting a kid-free getaway. See the deals on offer.

A cheeky new tourism campaign has been launched by the Gold Coast, tempting Aussie workers to take a sly sickie for a midweek Glitter Strip getaway.

The “Sneeky Mid-Weeky” promotion aims to fill empty hotel and resort rooms from Monday to Thursday with special deals including 30 per cent luxury accommodation discounts, $100 dining credits and free in-room movies.

It comes on the back of research showing the Gold Coast’s share of visitors without children has almost doubled since 2010.

While Coast hotels and resorts are often near-full on weekends, peak tourism body Experience Gold Coast has unveiled the Sneeky Mid-Weeky campaign in a bid to boost bookings on quieter days.

It will target holiday makers with more flexibility to travel midweek including solo travellers, couples, groups of friends or parents wanting a kid-free getaway.

While the campaign doesn’t directly encourage workers to take a sickie, Gold Coast tourism insiders admit its “playful” tagline and attractive deals could entice some workers to phone the boss with a phony illness and pack their boardshorts and bikinis.

Experience Gold Coast CEO John Warn said the campaign was “compelling”. Picture: Glenn Campbell

Experience Gold Coast CEO John Warn said the midweek deals on offer as part of the campaign would be “compelling”.

“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,” Mr 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 midweek 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 midweek trip.”

Tourism operators taking part in the promotion include The Star Gold Coast, which is offering packages from $330 a night including buffet breakfast, $100 dining credit and free parking in-room movies and Executive Lounge access with complimentary canapes and drinks.

Steve McPharlin, The Star Gold Coast’s director of hotels and residence, applauded the Sneeky Mid-Weeky initiative.

“The Star is thrilled to help kickstart this campaign and our team has designed an exclusive dine and stay package with wide-ranging appeal, whether looking for an adventure or a more restful midweek getaway,” he said.

“We are proud to continue to contribute to the city’s visitation economy providing thousands of jobs as well as delivering memorable guest experiences that will keep our beautiful city top-of-mind as a world-class tourism and entertainment destination all year round.”

Originally published as New ‘Sneeky Mid-Weeky’ tourism campaign launches on the Gold Coast aimed at solo travellers