Gold Coasts Famous for Fun tag not Very GC

first_imgGold Coast Tourism has launched its new brand – ‘Gold Coast, Famous for Fun’ – set to premiere alongside a new national marketing campaign. The ‘fun’ makeover replaces the ‘Very Gold Coast, Very GC’ tag and follows the relaunch of Tourism Queensland’s new brand, ‘Where Australia Shines’, at the end of last month, B&T reported. However, GC Tourism will share the slogan with a business that has been running for 15 years, Ramblers Skydive, after legal action was dropped against the tourism body, ABC News reported.”Given the distinct difference in location, business and audience of the two companies, however neither of us believe that there is an issue,” Gold Coast Tourism CEO, Martin Winter, said. The ‘Famous for Fun’ campaign looks to target the experience and emotion of holidaymakers. It’s a far cry from the five-year-old M&C Saatchi ‘Very GC’ campaign, which sought to the promote the destinations higher-end offerings and appeal to non-traditional visitors. “The Famous for Fun brand focuses on the things people know and love about a Gold Coast holiday. It is about enjoying the moment, escaping the daily grind, and connecting with friends and family,” CEO GC Tourism, Martin Winter, said. The new strategy focuses on four key ‘fun’ themes – beaches, theme parks, entertainment and hinterland. The body, line, imagery and tone of the new tag is “cheeky and contemporary”, the tourism board said. However, the new tag has failed to convince some key players in the state. Queensland Opposition tourism spokesperson Ray Stevens said he doubts the Gold Coast’s new tourism brand will attract a single extra visitor, the ABC reported. Mr Stevens, a member for Mermaid Beach, said the slogan is too obvious.”I hope it goes well, I wish it all the best but one would think that a lot of money, a lot of consultants and a lot of time put into it could have come up with something a little more grabbing than ‘Famous for Fun’,” he said.The new brand was developed following extensive consumer research involving 6,000 Australians, 600 Gold Coast residents and 300 GC Tourism Members. A working group of 35 industry stakeholders was also established to derive the brand idea. The five-year-old M&C Saatchi campaign, ‘Very GC’ (source: GC Tourism) Gold Coast Tourism has launched its new tag, ‘Famous for Fun’last_img read more