Sunshine Coast
Client relationship since July 2007
Together with Tourism Queensland, Tourism Sunshine Coast and local tourism partners, our mission is to “make the Sunshine Coast the definitive holiday brand that delivers that holiday feeling.”
The time was right to develop the Sunshine Coast as a brand. A brand that captures the emotional high ground and lets people know that the Sunshine Coast has what they need (both spiritually and physically) in a holiday.
Our task was to develop the strategy and create communication from business cards to a cinema commercial that positions the Sunshine Coast as the destination to re-energise, re-connect and relax in a friendly, stylish and natural environment.
It’s time to re-tell the destination as a brand story.
Did you know the Sunshine Coast was formerly known as the North Coast and renamed by the QLD Premier and local tourism chiefs in 1966? Well, it’s true. There’s also a strong surf/beach culture and world-class holiday options. It’s a place we all remember visiting as kids. It still has that feeling. Has improved, but remains unspoiled.
The new positioning for the Sunshine Coast is “You can find ‘your’ holiday at the Sunshine Coast”.
Our creative idea brings together the beach culture and the Sunshine Coast heritage. It evokes happy memories in our target audience. It starts to come to life in the logo which uses the flavour of ‘surf wear’ and introduces the little known fact that the Sunshine Coast name was introduced in 1966.
The communication, including cinema, outdoor, print and online invites people to come to the Sunshine Coast and; take their watch off, get into some comfortable (still stylish) gear, have a great dining experience (even if its fish and chips on the beach), go at their pace and do what they want to do. (And there certainly is a lot to do).
We think the perfect icon for this is the humble beach towel. It says beach culture, but it also says holiday, coast, sunshine and rest. By appropriating the beach towel icon we can say so much more. It is a wonderful linking device to the diversity of Sunshine Coast experiences.
The symbolism of the towel being placed on the ground also says “this is where I want to be “. This is my place, my chosen moment. This action is summed up beautifully in three simple words in everyday language: ‘Find your space’. Not only does it say physical space, but also head space. It says “come here and you’ll find what you’re looking for”.
www.sunshinecoastholidays.com.au
our work
television
