Experience Gold Coast tasks Kiwi influencers to ghost their followers in new tourism campaign via Pitchblack Partners

In an era where holidays are usually experienced through a camera lens, Experience Gold Coast and Pitchblack has done the unthinkable: they’ve challenged three of New Zealand’s top content creators to go completely offline.

 

To prove what a genuine break actually looks like, they confiscated the smartphones of three highly-followed Kiwis and sent them across the ditch to navigate the Gold Coast completely unplugged.

The campaign began when Rock FM host Jay Reeve, private chef Hercules Noble, and lifestyle creator Annalee Kemsley took a well-earned break from the deluge of digital distractions that usually dominate their lives. Free from the endless scroll of top-ten lists that often point travelers towards familiar hotspots, the group relied on local tips and their own curiosity to uncover the lesser-known side of The Gold Coast.

Armed only with a handycam, the trio abruptly vanished from social media for several days. When they got back, they treated their followers to a Gold Coast completely removed from the expected theme parks and rollercoasters. Hercules cooked locally caught seafood in a fine-dining restaurant. Annalee undertook a journey of quiet indulgence. An adventurous Jay Reeve drove deep into the hinterland – then back in New Zealand, he brought the story full circle, sharing tales from his notification-free holiday live on-air and giving The Rock listeners the chance to win a Gold Coast getaway of their own.

Says Rachel Hancock, Head of Visitor Economy, Experience Gold Coast: “Kiwis have had a long love affair with the Gold Coast, with more than 217,000 visiting in the year ending December 2025. The Gold Coast has evolved in recent years, and we wanted this campaign to challenge some of the outdated perceptions people may have. From hidden hinterland experiences to world-class food and wellness offerings, Gold Coast Mode encourages Kiwis to disconnect from their feeds and reconnect with the destination in a more meaningful way.”

Says Campbell McLean, Managing Partner, Pitchblack: “A holiday doesn’t really start until the phone goes down, but for most of us, that’s easier said than done. For influencers, it’s even harder. That tension is what drives this campaign, and it’s how we’ve uncovered a side of the Gold Coast that Kiwis rarely get to see.”

Agency: Pitchblack Partners
Client: Experience Gold Coast

 

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