The campaign expands people’s perceptions about the Gold Coast by debunking real-life modern families’ preconceived ideas in a playful and inclusive way.
The very best of the Gold Coast is on show to new interstate audiences as ALL – Accor Live Limitless launches its ‘Something for ALL’ campaign to entice families from all types of backgrounds to stay and play on the Gold Coast.
The campaign’s diverse and inclusive creative showcases the Gold Coast’s broad range of experiences, along with the richness of the Accor network, to illustrate that there really is something for everyone on the Gold Coast – irrespective of their age, cultural background or budget.
‘Something for ALL’ will come to life on digital channels, including SBS Broadcaster Video on Demand (BVOD) and in-language advertising, to drive visitation from culturally and linguistically diverse communities, LGTIQ+ audiences, and multi-generational and blended families.
The campaign expands people’s perceptions about the Gold Coast by debunking real-life modern families’ preconceived ideas in a playful and inclusive way. The Gold Coast is certainly about surf beaches and thrilling rides, but it is now a lot more than that with its contemporary HOTA – Home of the Arts cultural precinct, burgeoning food and wine scene, and breathtakingly beautiful hinterland.
This interstate marketing activity was made possible after the campaign received grant funding, via Destination Gold Coast, from the Australian Government under the Recovery for Regional Tourism program, an initiative of the $1 billion Covid-19 Relief and Recovery Fund.
Accor Pacific CEO, Sarah Derry, said: “Over the past two years, the Gold Coast has been one of the hardest hit tourism destinations in Australia and we are so pleased to be launching this campaign which is designed specifically to stimulate new interstate markets to visit the Gold Coast. Together with Destination Gold Coast, this campaign positions the Gold Coast as a place with depth, complexity, cultural experiences and natural beauty – a destination that thrives off its beautiful beaches, its people and personalities. We are thrilled to be shining a collective light on how enriching a holiday on the Gold Coast can be.”
Destination Gold Coast CEO, Patricia O’Callaghan, said: “The Gold Coast is open for business and this campaign showcases the breadth of accommodation, attractions and experiences that visitors of all ages and walks of life can turn into reality when holidaying in our backyard. It’s time to get back to the people and places we love, and where better to reconnect than in Australia’s favourite holiday playground.”
The ALL – Accor Live Limitless ‘Something for ALL’ campaign runs from now until November 2022, reaching a broad, yet highly targeted audience, through the following campaign elements:
Paid media, including Broadcaster Video on Demand (BVOD) advertising on SBS, in-language advertising on SBS, advertising on Mamamia Podcasts, promotional spots on Australia’s #1 breakfast show – Sunrise, digital advertising, social media and video content.
Owned channels, including email marketing, app and website display advertising, and social media campaigns targeting ALL – Accor Live Limitless’ large loyalty member base.
From luxury to economy, Accor has a vibrant network of 26 hotels, resorts and apartments on the Gold Coast, including brands such as Sofitel, Peppers, Mantra, Novotel, Mercure, BreakFree.
Accor has some of the most stringent cleaning standards and operational procedures in the world of hospitality to ensure guest safety. Accor’s ALLSAFE label certification, developed with and vetted by Bureau Veritas, represents Accor’s new cleanliness and prevention standards and provides assurance these standards have been met in Accor hotels.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.