Destination Gold Coast's 'Play the Day Away’ via Publicis Worldwide

25 May 2022

Creative Agency: Publicis Worldwide

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"We are so excited to welcome visitors from across Australia to ‘play the day away’ on the Gold Coast.”

Destination Gold Coast and Publicis Worldwide have launched a campaign to showcase the diverse things to see and do across the region, with the colourful creative bringing a slice of the Gold Coast’s playful personality to audiences.  

The ‘Play The Day Away’ campaign includes a TVC and online video created in the style of a musical/music video. 

It’s aimed at broadening the perceptions of the Gold Coast among families, couples and friends featuring not just beaches and theme parks, but also the hinterland and the region’s burgeoning restaurant scene. 

Simon Murphy, Publicis Worldwide chief strategy officer, said: “There are places you’d expect from the Gold Coast, and places that show a breadth of offering to push travellers further into this great region than ever before ultimately, with the promise that there’s something for everyone.  

With active play with children being one of the biggest casualties of the pandemic, it’s great to elevate ‘play’ on the Gold Coast from whimsical fun, to a must-do antidote from the stresses and frustrations of recent years.” 

Destination Gold Coast CEO Patricia O’Callaghan said: “With musicals, song and dance currently in the spotlight, this campaign capitalises on these elements and showcases the Gold Coast in a unique yet fun way.  

“The song is a remake of the ultimate Fred Astaire classic and when coupled with dance, the campaign takes us through the most iconic aspects of the Gold Coast and then highlights other locations that are still widely a local’s secret. 

“Where else in the world can you stand-up paddle through blue waterways before having breakfast with koalas at Currumbin Wildlife Sanctuary and then bask in live music while eating from a number of street food style eateries at Miami Marketta? Only on the Gold Coast.

"We are so excited to welcome visitors from across Australia to ‘play the day away’ on the Gold Coast.” 

The campaign launches on TV, online video, and on social media including TikTok, Instagram and Facebook. There will also be activations. 





Patricia O’Callaghan – Chief Executive Officer  

Dion Workman – Head of Destination Marketing and Experiences 


Ryan Petie – Executive Creative Director 

Tim Harding – Creative Director 

Simon Murphy – Chief Strategy Officer             

Vicki Lee - Head of Broadcast & Content 

Emilie Almond – Group Account Director 


Stephen Lance - Co-Director – Taxi Films 

Mairi Cameron - Co-Director – Taxi Films 

Andrew Wareham – Executive Producer – Taxi Films 

Simone Mackie – Senior Producer – Taxi Films 

Digby Hogan – Offline Editing – The Empire Post 

Final Grade – Justin McDonald 

Online/VFX – Heckler 

Music Composition – “No Strings, I’m Fancy Free” / Irving Berlin (Universal Music Publishing) 

Music Clearance – Tyler McLoughlan – Sound Pound 

Music Arrangement & Production – Pete Jones & Ryan Walsh - RANRUN Studio 

Singer - Phoebe Sinclair 

Sound Production – Ross Batten – Rosco Audio 


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