Gold Coast in Australia has unveiled a campaign that brings to life the stories of the destination, while reimagining how the city can attract and host business events.
Entitled The imagination capital of Australia, the campaign is a home-grown initiative to drive post-lockdown recovery of the city’s business events in the areas of health, innovation, education, screen and arts, and sport.
Destination Gold Coast CEO Patricia O’Callaghan said the first-of-its-kind campaign showcases the Gold Coast’s business events credentials.
“The business events sector is a vital part of our Monday to Friday visitor economy, which prior to the pandemic generated A$570 million (US$411 million) in economic benefit for the city,” O’Callaghan noted.
The campaign will also highlight purpose-built infrastructure to help planners create memorable and extraordinary business events that cannot be easily replicated.
“Where else in the world can you indulge in breakfast on board an ocean cruise to whale watch and then walk straight into your conference at a state-of-the-art venue before watching the sun set from our kilometres of golden beaches? Only on the Gold Coast,” said O’Callaghan.
Destination Gold Coast’s head of business events Selina Sinclair said the campaign recognises the Gold Coast is undergoing an evolution enabled by ideas and innovation.
“Our stories will talk of the Gold Coast’s creative energy, entrepreneurial mindset and future focused thinking.”
The campaign will be launched officially at AIME next week.
