Produced by Roam Films.
The Gold Coast is challenging the rest of the country to tap into the city’s energy and love of life in a campaign via Chimera Project and produced by Roam Films.
The campaign will run across film, outdoor, earned, digital and social channels - supported by an interstate outdoor activation.
Experience Gold Coast CEO John Warn said ‘Get Up and Gold Coast’ is part invitation, part challenge to visitors.
“To ‘Gold Coast’ means to tap into our city’s uniquely positive energy and find those wonderful moments – big and small – when you love life,” Warn said.
“The campaign has a compelling life force to it that makes you want to join in and get the most out of the extraordinary things the Gold Coast has to offer.”
13 million Australians chose to visit the Gold Coast in 2024, becoming Australia’s second largest holiday market, according to Tourism Research Australia.
Experience Gold Coast head of marketing Brant Hirst said the new campaign captures the essence of the destination.
“We know we have something pretty unique and special here on the Gold Coast,” Hirst said.
“If visitors haven’t been here for a while they’ll discover a city that’s all grown up with a sophisticated arts and cultural scene, a world class events calendar, leading universities and unforgettable natural beauty packaging up in a love for life unmatched anywhere in the world.”
The campaign features eight-time world surfing champion Stephanie Gilmore and author and podcast host Ellidy Pullin.
The campaign is the first work to come from Chimera Project for Experience Gold Coast since being appointed after a competitive pitch earlier this year.
Chimera Project creative directors, Jonathan Drapes and Brendan Greaney, said the campaign is about repositioning the Gold Coast from being a place, to being an attitude.
“There’s a unicorn energy that you feel when you come to the Gold Coast,” they said.
“Other cities can boast great cafes, restaurants and galleries - but it’s only here you find them in one of the world’s most iconic and beautiful environments, combined with that energy that’s uniquely and unapologetically Gold Coast."
CREDITS
Client: Experience Gold Coast
Creative Agency: Chimera Project
Production Company: Roam Films
Media Agency: dentsu Queensland
Music Composition: Turning Studios
