Destination Gold Coast reminds Aussies to ‘Play the Day Away’ in new work via Publicis Worldwide

Destination Gold Coast and Publicis Worldwide have launched a campaign to showcase the diverse things to see and do across the region, with the colourful creative bringing a slice of the Gold Coast’s playful personality to audiences.

The ‘Play The Day Away’ campaign includes a TVC and online video created in the style of a musical/music video. It’s aimed at broadening the perceptions of the Gold Coast among families, couples and friends – featuring not just beaches and theme parks, but also the hinterland and the region’s burgeoning restaurant scene.

Says Simon Murphy, chief strategy officer, Publicis Worldwide: “There are moments of energy, and there are moments of quiet. There are places you’d expect from the Gold Coast, and places that show a breadth of offering to push travellers further into this great region than ever before – ultimately, with the promise that there’s something for everyone.

“Throughout Covid, it’s fair to say Australians haven’t been having much fun. With active play with children being one of the biggest casualties of the pandemic, it’s great to elevate ‘play’ on the Gold Coast from whimsical fun, to a must-do antidote from the stresses and frustrations of recent years.”

Says Patricia O’Callaghan, CEO, Destination Gold Coast: “With musicals, song and dance currently in the spotlight, this campaign capitalises on these elements and showcases the Gold Coast in a unique yet fun way. The song is a remake of the ultimate Fred Astaire classic and when coupled with dance, the campaign takes us through the most iconic aspects of the Gold Coast and then highlights other locations that are still widely a local’s secret.

“Where else in the world can you stand-up paddle through blue waterways before having breakfast with koalas at Currumbin Wildlife Sanctuary and then bask in live music while eating from a number of street food style eateries at Miami Marketta? Only on the Gold Coast. We are so excited to welcome visitors from across Australia to ‘play the day away’ on the Gold Coast.”

The campaign launches on TV, online video, and on social media including TikTok, Instagram and Facebook. There will also be activations.

Client:
Patricia O’Callaghan – Chief Executive Officer
Dion Workman – Head of Destination Marketing and Experiences

Agency:
Ryan Petie – Executive Creative Director
Tim Harding – Creative Director
Simon Murphy – Chief Strategy Officer
Vicki Lee – Head of Broadcast & Content
Emilie Almond – Group Account Director

Production:
Stephen Lance – Co-Director – Taxi Films
Mairi Cameron – Co-Director – Taxi Films
Andrew Wareham – Executive Producer – Taxi Films
Simone Mackie – Senior Producer – Taxi Films
Digby Hogan – Offline Editing – The Empire Post
Final Grade – Justin McDonald
Online/VFX – Heckler
Music Composition – “No Strings, I’m Fancy Free” / Irving Berlin (Universal Music Publishing)
Music Clearance – Tyler McLoughlan – Sound Pound
Music Arrangement & Production – Pete Jones & Ryan Walsh – RANRUN Studio
Singer – Phoebe Sinclair
Sound Production – Ross Batten – Rosco Audio