New campaign encourages A Taste of Escape

Visit Sunshine Coast is poised to launch a new marketing campaign called A Taste of Escape, aimed at inspiring visitors to plan a future Sunshine Coast escape.

Mooloolaba Beach.

VISIT Sunshine Coast is poised to launch a new marketing campaign called A Taste of Escape, aimed at inspiring visitors to plan a future Sunshine Coast escape.

The campaign is about sharing a taste of what the region has to offer, with its launch aligning with the Roadmap to Recovery released by the Queensland Government that outlines the easing of restrictions in coming months.

With competition in the marketplace fierce, VSC’s new campaign is designed to stand out from the rest using sensory techniques to tap into the emotional connection people have with travel. This is especially timely, given the lockdown over the past few months and the desire to reconnect and get back in touch with nature.

The campaign involves sharing sounds associated with the Coast through our Facebook and Instagram pages — be it specific destinations within the region or unique sounds associated with our tourist attractions — to inspire people to imagine their own personal escape. Visitors are then encouraged to click through and guess the sound, transporting them to an online portal to discover more about the area.

This will be accompanied by imagery and stories about the people and places that make our region special, fuelling their escapism and inspiring them to book their next Coast holiday. Visitors are also encouraged to upload their own sounds of the Sunshine Coast and share through their social-media channels. The campaign will be rolled out through VSC’s Facebook and Instagram pages that combined have an audience of more than 220,000 people. While we expect our wide-open spaces and “naturally refreshing” focus will be a major drawcard for future travellers, our campaign will be equally about encouraging visitors to support local businesses and tourism operators in coming months.

Our goal is to translate inspiration into bookings once overnight accommodation is allowed from June 12 under the next stage of the State Government’s Roadmap to Recovery, which will be just in time for the July school holiday period.

It’s been an incredibly tough period for local tourism, but with the new campaign and the easing of travel restrictions, there is finally light at the end of the tunnel. Follow Visit Sunshine Coast on Facebook and Instagram.

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