A big pineapple-focused Sunshine Coast campaign

26 June 2020

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A series of quirky videos that see tourism operators "pass a pineapple" around the region.

Sunshine Coast tourism operators are ready to welcome back visitors – and are using a pineapple to show they are open for business.

Visit Sunshine Coast (VSC) today launched a series of quirky new marketing videos that see tourism operators "pass a pineapple" around the region

The Big Pineapple has been one of the Sunshine Coast’s best-known attractions, with the lure of a photo and a pineapple parfait enticing more than a million visitors annually in the 1980s.

With The Big Pineapple on the cusp of a major resurgence, it is extremely fitting that once again a pineapple is enticing visitors to the region.

The marketing videos aim to showcase the quintessential experiences that set the Sunshine Coast apart and encourage holidaymakers to book their next Sunshine Coast escape.

VSC Chair David Ryan says the video campaign would be rolled out through a range of media channels over coming weeks.

“Our region’s tourism operators have faced incredibly challenging times in the face of COVID-19, and these videos are about encouraging visitors to plan their next Sunshine Coast holiday and support our local businesses,” he said.

“The campaign’s launch is perfectly timed ahead of the school holiday period, and with travel restrictions eased across Queensland, it is important that we continue to push hard in the intrastate market. In the year-end December 2019, there were 7.9 million day-trippers to the Sunshine Coast with an additional 2.9 million overnight intrastate visitors, highlighting the importance of these markets.

“We believe the quirky nature of the videos will help set us apart in the marketplace while highlighting the people, places and businesses that make our region so special.”

General manager of TreeTop Challenge Big Pineapple, David Taylor, says he's excited and delighted to be part of the Pass the Pineapple promotion.

“This latest initiative by the tourism body is a great way to promote the Sunshine Coast region and another way for us to show visitors what our business offers in an engaging way,” he says.

“We have recently re-opened and ramping back up to seven days a week and this campaign is perfectly timed to help us build awareness ahead of the school holiday period.

“The iconic Big Pineapple site has been a magnet for visitors over the past year of operation at TreeTop Challenge and we look forward to building on this success as we enter post-COVID recovery and get back to what we do best." 

The videos are the latest in a series of targeted campaigns VSC has rolled out to further drive visitation to the Sunshine Coast and keep the region front of mind for future travellers.

These include targeted social media advertisements promoting the Sunshine Coast’s sub-regions, and the A Taste of Escape campaign which invites travellers to discover the Sunshine Coast through sound.

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