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Tourism campaign to attract visitors to Queensland's sunny side this winter

A new tourism marketing campaign is underway to encourage Australians to take a Vacation Migration to the Sunshine Coast this winter. 

Minister for Tourism and Events Kate Jones said the $500,000 campaign would feature across 750 Flight Centre stores nationally and online.

“The Sunshine Coast was a popular holiday destination for Australians in 2014 with visitor numbers increasing 11 per cent to 2.9 million,” Minister Jones said.

“The visitor growth was among the strongest in the state and this campaign will build on recent momentum.”

The campaign is a Tourism and Events Queensland and Sunshine Coast Destination (SCDL) initiative.

SCDL CEO Simon Ambrose said the Sunshine Coast offered a diverse range of attractions during winter that – combined with typically mild, sunny weather – made the destination ideal for those who want either a short-break or an extended migration away from the winter chill.

“Flight Centre has a prominent national presence in retail and online and we expect a strong response from the campaign,” Mr Ambrose said.

“The multi-media campaign forms part of an ongoing campaign to attract more visitors to Queensland for holidays and events.”

Flight Centre's Head of Product, Advertising and Customer Experience, Darren Wright, said the timing of this campaign was ideal. 

"The Sunshine Coast is easily accessible via its own airport as well as Brisbane Airport and combined with recent reductions in fuel prices making drive holidays even more attractive, the timing of this campaign is ideal,” Mr Wright said.

“We believe we can attract considerable short-break vacations to the Sunshine Coast, especially as temperatures begin to drop down south.”

The Sunshine Coast’s Vacation Migration campaign will run from 3 – 16 May 2015.