‘Unique In Every Sense’: hinterland campaigns boost tourism recovery

The Sunshine Coast Hinterland ‘Unique In Every Sense’ campaign will promote our four major pillars of stay, taste, events and experiences.

Eight sub-regions of the Sunshine Coast have launched specific tourism promotions to fast-track the recovery of over 1700 grassroots businesses through Visit Sunshine Coast’s COVID19 Response Marketing Program.

The eight sub-regions include Caloundra, Kawana, Mooloolaba, Maroochydore, Hinterland, Nambour, Coolum and Eumundi.

The Visit Sunshine Coast program was created after the devastating impact of COVID-19 and to complement VSCs high-level national and statewide promotional strategy.

Each sub-region developed campaigns to suit the specific needs of their tourism operators. VSC supported the creative development, media placement and management of the campaigns which included radio, print, online, digital and social media.

While coastal areas focused on their laidback tourism environment and superb beaches, Nambour developed content featuring their ‘hidden gems’, and Eumundi used the funding to highlight that its attractions went far beyond the renowned Eumundi Markets.

Hinterland Tourism President Kerry Brown welcomed the sub-regional program, which enabled the Hinterland to develop a new campaign to promote their unique attractions.

“Hinterland Tourism has a very strong social media following and through the sub-regional program we are now able to build on this success,” said Ms Brown.

“Our Sunshine Coast Hinterland ‘Unique In Every Sense’ campaign will promote our four major pillars of stay, taste, events and experiences. This support makes this initiative possible and will be very valuable in helping Hinterland operators recover in the year ahead.”

Visit Sunshine Coast CEO, Matt Stoeckel said the sub-regional campaigns which highlighted the breadth and depth of experiences across the destinations could not have come at a better time.

“The campaigns undertaken across the sub-regions mostly targeted our drive market and complemented broader activities aimed at boosting our intrastate market to buffer the impact of COVID19 on the broader destination,” he said.