40-year anniversary.
The Star Gold Coast is turning up the volume on its position as the city’s iconic lifestyle destination with a campaign via Creative Outpost.
The campaign was produced with a creative team and talent pool sourced almost entirely from the Gold Coast and South-East Queensland.
Creative Outpost creative director Keith Byrne said ‘Where the GC ___’ is designed to reawaken the resort in people’s minds, sparking new connections while reigniting local pride.
“Our challenge was simple but significant: to remind people just how fabulous The Star Gold Coast is,” Byrne said.
“We knew we couldn’t sum up everything The Star Gold Coast offers in a single word. That insight unlocked the flexible ‘Where the GC ___’ platform, which adapts to multiple audiences and speaks to multiple experiences.”
The launch of the campaign coincides with The Star Gold Coast 40-year anniversary this November, with 40 days of special offers, experiences, prizes and events.
It also follows the announcement of ARIA award-winning singer-songwriter and Gold Coast local Amy Shark as The Star Gold Coast’s official entertainment ambassador.
The campaign is live across digital, social and OOH platforms, with activations planned for Gold Coast Airport and a full Gold Coast Light Rail tram wrap.
The Star Gold Coast general manager marketing Kel Flanders said the new campaign clearly illustrates how the resort is the heart of the city.
“For four, fun-filled decades, this iconic resort has been the city’s home of world-class entertainment, dining, luxury accommodation and spectacular events,” Flanders said.
“This is the perfect moment to launch a fresh brand campaign that reignites local love and cements The Star Gold Coast as the destination to live, play and party like a local.”
CREDITS
CLIENT: The Star Gold Coast
General Manager Marketing: Kel Flanders
Brand & Creative Manager: Arianna Freeman
Marketing Manager, Venues & Media: Peta Murray
Graphic Designer: George Greyling
AGENCY: Creative Outpost
Creative Director: Keith Byrne
Lead Strategist: Tracey La Spina
VENDORS
Photography: Ravel
Talent: Killer Creative
Hair & Makeup: The Sculpted Look, Nina Hoffman
