Ministerial Statement: New Gold Coast brand declares the destination ...

[ozbob]

Minister for Tourism and Fair Trading
The Honourable Peter Lawlor
08/10/2010

New Gold Coast brand declares the destination - Famous for fun

Tourism Minister Peter Lawlor and Gold Coast Tourism CEO Martin Winter today launched the Gold Coast's new tourism brand platform, setting a fun new direction for Australia's famous holiday destination.

Unveiling the new global tourism brand - Gold Coast Queensland, Famous for fun from the Gold Coast this afternoon, Mr Lawlor said had further strengthened the evolution of Queensland's integrated tourism brand family.

"The Gold Coast is where you go on holidays to have fun and the new brand positions the Gold Coast as Australia's endless playground offering the best Australia has to offer in the realm of excitement, energy, play and fun," Mr Lawlor said.

"It complements Queensland, Where Australia Shines as the Gold Coast is Where Australia Shines for fun!

"Gold Coast Queensland, Famous for fun captures the essence of the Gold Coast, presenting a new way of communicating the region's tremendous variety of tourism experiences."

Mr Lawlor said there was nowhere else in Australia that was so undeniably connected with the word 'fun' than the Gold Coast.

"The Gold Coast is Australia's playground, for generations the climate, beaches, hinterland, theme parks and wealth of fun activities have meant escape and freedom for holidaymakers," he said.

"The Gold Coast is where you can slip into holiday mode, where laughter and fun are the order of the day, where people forget their cares and have a good time.

"This brand delivers the excitement, boundless energy, fun attitude and joyous feeling that you get from a holiday on the Gold Coast."

Gold Coast Tourism CEO Martin Winter said Famous for fun was a brand that would be remembered for all the right reasons.

"Famous for fun captures who we are and why we are such a popular place, it looks, sounds and feels like the Gold Coast and that's what our visitors are looking for," Mr Winter said.

"Bringing the insight of Gold Coas t residents and businesses together has been the feature of this campaign, it has captured the Gold Coast personality and taken us beyond being just another place with lots of things to see and do."

Mr Lawlor said Tourism Queensland and Gold Coast Tourism had worked together over the past 18 months to conceive the new brand platform which had been further validated by extensive consumer research and industry consultation.

"Input was sought from more than 6000 Australians and a working group of 600 residents and 350 Gold Coast tourism businesses was also established to derive the brand idea and right positioning for the region," he said.

"Over the past couple of years the tourism landscape has changed, therefore the way we communicate also needs to change to focus on the genuine experiences, the things the Gold Coast is known and loved for.

Member for Burleigh Christine Smith who also attended today's launch said Gold Coast Queensland, Famous f or fun was more than just a tagline - it was a great creative initiative that sets a vision for Gold Coast's tourism future.

"The strategy incorporates public relations activities and strategic partnerships, retail campaigns all aimed at increasing expenditure and visitation to the region," she said.

"I think this is a great brand for the Gold Coast and I am really excited by the buzz it has created and the potential for it to shine a new light on the region.

"In the year ended June 2010, the Gold Coast welcomed more than four million international and domestic visitors to the region who spent almost $4 billion on their trips.

"The tourism industry also directly employs 28,100 people on the Gold Coast or 23 percent of all persons directly employed in Queensland tourism industry," she said.

For more information and to download brand multimedia materials including images, visit www.tq.com.au/brand

8 October 2010

ENDS

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I wonder how much 'Famous for fun' cost the taxpayer ... 

[#Metro]

The fun is only after they have landed at Brisbane Airport, been through a few toll gantries, waded through rubbish on the Airtrain...

... if there is one saving grace, that place will have LRT soon.

[ozbob]

Will be lots of fun on the light rail ... 

[Emmie]

The fun is only after they have landed at Brisbane Airport, been through a few toll gantries, waded through rubbish on the Airtrain...

... But only if they get through customs, etc, by 8pm!

I got back to Brisbane about 2am the other day. No intention of taking a train at that hour, even if I could, but the taxi driver was saying he gets quite a few fares to the Gold Coast from the airport, after 8pm. It costs the customer $200+ - and even HE was griping about the poor Airtrain service