With paid sunshine sickies.
Visit Sunshine Coast is asking what holidaymakers ‘sunshine moments’ will be in a campaign via BCM Group agencies, BCM and IVY PR.
“The Sunshine Coast isn't just a place - it's a feeling, a moment. A Sunshine Moment,” said Visit Sunshine Coast head of marketing Kelly Ryan.
“Whether it’s relaxation, quiet contemplation, playfulness or discovery, these moments are real, genuine, and deeply authentic, connecting people to each other and this incredible place, and it’s sure to strike a chord with visitors from across Queensland, NSW, Victoria and New Zealand.
“It’s our biggest campaign to date, and will feature on TV on-demand, YouTube, Google, Meta, TikTok, and billboards across Sydney and Melbourne.
“The research shows that burnout across Australia and New Zealand continues to climb, with seven out of 10 Aussies recently admitting to ‘chucking a sickie’ last year, mostly to deal with the symptoms of burnout.
“There is no better antidote to this than a rejuvenating short break - and no more perfect place than the Sunshine Coast for it!
“Whether it’s a dip in the sea or a hike through the rainforest, a nature-based break is just the right medicine, and we’re inviting Aussies to come and find their own sunshine moment.”
The campaign is inviting Australians and Kiwis to apply for a ‘Sunshine Sickie’ – an all-expenses paid 48-hour break on the Sunshine Coast between September 1-11 for 10 winners.
“’Sunshine Moments’ has seen such success over the past few years, really resonating with people by celebrating exactly what makes travel so meaningful – those raw, heartfelt moments that stay with us,” said BCM head of account management Damien Musgrave.
“Evolving the platform was the natural next step, allowing us to build on that connection and bring in more of those real moments from real travellers.
“It’s these moments that we know will keep the campaign so relatable and memorable.”
61% of Australian employees have experienced work-related burnout – well above the global average of ~48% – and nearly 40% feel mentally or physically exhausted by the working day’s end, according to Visit Sunshine Coast.
“The latest statistics speak volumes, and with wellness so deeply embedded in the Visit Sunshine Coast brand, we wanted to tackle burnout in a playful yet impactful way,” said IVY PR’s creative lead Emma Bedsor.
“Using the colloquially Aussie notion of ‘chucking a sickie’ felt like the perfect bold, cheeky move – a fun reminder to prioritise rest and embrace the kind of relaxation the region is known for.”
BCM Group CEO Phil McDonald said they loved collaborating with clients that truly understand that their first creative objective needs to be differentiation - and in the tourism category it is even more vital given much of the work is extremely similar.
“Adding a layer of earned media that is inextricably linked to the idea will also make the budget behind the campaign work even harder for the destination," McDonald said.
Credits
Visit Sunshine Coast
Matt Stoeckel - CEO, Visit Sunshine Coast
Kelly Ryan – Head of Marketing, Visit Sunshine Coast
Madeline Schilg – PR Manager, Visit Sunshine Coast
Lauren Grounsell - Brand & Content Manager, Visit Sunshine Coast
Deanna Byers – Creative & Design Lead, Visit Sunshine Coast
BCM (Agency):
Phil McDonald – CEO, BCM
Shaun Egan – Creative Director, BCM
Miguel Gadea – Senior Art Director, BCM
Ann Reilly – Head of Production, BCM
Damien Musgrave – Head of Account Management, BCM
Lindsay Kelman – Senior Account Director, BCM
David Mooney – Head of Strategy, BCM
Ellie Fraser – Communications Planner, BCM
Tat Hamilton – Editor, BCM
Moana Solia – Senior Client Manager
IVY PR
Emma Bedsor – Co-Managing Director, IVY PR
Caley O’Neill – Group Account Director, IVY PR
Ella Moore – Account Manager, IVY PR
Laura Matthews – Account Executive, IVY PR
Accordion (Production)
Ethan Mclean – Director
Greg Toolen – Head of Production, Accordion Productions
Compadre (Photography)
Sam Scoufos – Photographer
Colourist: Trish Cahill
Retouching: Derek Leong
VFX: Blockhead
Audio: XO Post
Additional Post-Production: Dylan Jones
Post Producer: Sarah Taylor
