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Representing the
whole of the Gold Coast and not just the tourism market, the
$2.6 million campaign is designed to attract higher-yield
tourism to the region. Gold Coast Tourism marketing
communications manager Margie McGregor said the aspirational
brand is not specific to one market or industry, but works as an
umbrella for the entire region. “The brand will increase
awareness of the Gold Coast as a complete destination for the
benefit of our tourism product and all other key industries,” Ms
McGregor said.
The innovative
marketing strategy features a series of stylised illustrations,
smart animation and a swinging Big Band soundtrack. The campaign
cost Gold Coast Tourism $1.1 million and was developed by
world-renowned advertising agency M&C Saatchi. It features a
central character as she moves through a series of very Gold
Coast experiences including a day spa, theme park, restaurant,
rainforest, golf course, beach and bar.
The illustrations,
each stamped with the ‘Very Gold Coast VeryGC’ brand, will be
used as part of a coordinated marketing strategy encompassing
cinema, print, internet, multi-media and outdoor advertising, as
well as corporate promotions and merchandising. Ms McGregor said
the campaign would update the Gold Coast’s image and promote a
new brand that accurately reflects the vibrant, energetic and
sophisticated experience offered by the region. |
“We now have ultra-exclusive
resorts like Palazzo Versace and luxurious five-star properties
with world-class spa facilities. We have sophisticated shopping
and dining facilities with awardwinning restaurants at
Broadbeach, Burleigh Heads, Main Beach and Sanctuary Cove. We
host international events – the Indy, Magic Millions – and
headline artists like Natalie Cole, George Benson and Chris
Isaak have already appeared at the new Convention Centre. The
time is definitely right to update our image.”
The new branding was on show at AIME along with the new Gold
Coast Tourism 2005 Guide to Meetings and Incentives. The guide’s
design builds on the branding and will be the first of many
collateral pieces presenting the Gold Coast with the new
animation and imagery. Gold Coast Tourism business tourism
manager Sandra Passaro said the guide is the essential
information piece for organising a conference, meeting or
incentive travel program on Australia’s Gold Coast. “The guide
provides introduction material on Gold Coast business tourism
options for first time users, but also provides indepth
information on venues, accommodation, offsite locations and the
local expert services that make a Gold Coast experience so
special,” Ms Passaro said.
The guide gives you an insight into the destination and
provides a starting point for all the practical issues such as
access, climate, and delegate information.” |
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MEET, EAT AND SLEEP
Conrad Jupiters Hotel and Casino
As one of Australia’s largest hotels with 594 rooms including 29
suites and two penthouses, Conrad Jupiters is an ideal location.
The rooms feature sweeping views across the Pacific to the
East and rugged hinterland to the west. The hotel also offers
four rooms with special facilities for the disabled while nonsmoking
floors are also available. Conrad Jupiters has one of
the largest and flexible convention spaces in the country. From
a high-powered board meeting for five executives up to a major
conference for 1500 delegates the hotel can cater to just about
anything. Below the hotel is the famous Jupiters Casino along
with dining facilities and bars. For more information telephone (07)
5592 8130, email cjrooms@conrad.com.au or visit www.conrad. com.au/jupiters/default.htm
Palazzo Versace
The world’s first Versace hotel incorporates 205 classically elegant
rooms, 72 neighbouring condominiums, three restaurants and a
private marina on a historic site at the edge of the Gold Coast’s
Broadwater. It has comprehensive lighting capabilities and stateof-
the-art audio visual systems including video conferencing,
advanced computer interfaces and internet and ISDN access. It’s
boardroom caters to 12, the Marco Polo room to a banquet of 40
and the La Medusa Ballroom to large scale conferences and gala
dinners. For more information telephone (07) 5509 8000 or visit
www.palazzoversace.com.au
Legends Hotel
Perfectly located in the heart of Surfers Paradise, Legends Hotel
offers 403 luxuriously appointed guest rooms and suites with
private balconies. The hotel, situated 100 metres from patrolled
beaches and a short stroll from shopping, restaurants and
nightlife, has captivating views across the ocean, hinterland and
the brilliant night lights of Surfers Paradise. The hotel’s ballroom
is capable of holding up to 270 banquet style while its variety of
other meeting spaces are pillarless with plenty of natural light. For
more information telephone (07) 5588 7888 or visit
www.legendshotel.com.au
Couran Cove Island Resort
Set on the stunning South Stradbroke Island, this highly
acclaimed resort offers delegates the pleasure of a relaxed
beach and bush holiday environment in a unique setting.
Capable of catering for up to 300 delegates in 11 indoor rooms
and eight outdoor options Couran Cove also features a number
of dining facilities, and activities for incentives or partners. The
resort provides villas, suites, lodges and even conference rooms
perched over the marina water’s edge, or self-contained cabins
nestled deep in a forest of Banksia trees. Couran Cove is just
a 15-minute ferry ride from the mainland. For more information
telephone 1800 268 726, (07) 5597 9000 or visit www.couran.com
Sheraton Mirage Resort & Spa, Gold Coast
Nestled between the blue Pacific and the calm Southport
Broadwater, Sheraton Mirage forms an oasis of rare luxury. The
Gold Coast’s only five-star luxury resort set right on the beach,
Sheraton Mirage is surrounded by 15 hectares of lush palm
gardens and a sparkling one hectare blue lagoon. With 293
rooms the resort features extensive conference facilities, the
largest room of which can seat 1050 people theatre-style. It
also boasts award-winning restaurants and bars, a fully serviced
gymnasium, tennis courts, resort pool, 25m lap pool, and
business facilities. For more information telephone (07) 5591
1488, or visit www.sheraton.com/goldcoast
Radisson Resort Gold Coast
Set in the picturesque surroundings of the internationally
renowned Palm Meadows and Lakelands championship golf
courses, The Radisson Resort Gold Coast is just 10 minutes
inland from the region’s beaches and close to the centre of
Surfers Paradise. The property boasts 308 accommodation
rooms and is situated on the 18-hole Palm Meadows golf
course with Lakeland, the first Jack Nicklaus designed 18-
hole course in Australia nearby. The resort can hold up to 800
theatre-style in its conference facilities and is under an hour’s
drive from Brisbane Airport. For more information telephone
(07) 5555 7700.
MUST SEE AND DO
Warner Bros Movie World
Movie magic happens every day at Warner Bros. Movie World
– the only Australian movie related theme park. Visitors will
experience a fun-filled, Gold Coast theme park family adventure
with all the glitz and glamour of Hollywood. Meet your favourite
stars and enjoy all the behind-the-scenes action, comedy stunts
and exhilarating rides, shows and attractions! For more information
telephone (07) 5573 8485, or visit www.movieworld.com.au
Dreamworld
For serious fun-lovers this popular theme park at Coomera
near Surfers Paradise has it all. From adrenaline charged rides,
interactive games and wildlife experiences to a blue lagoon of
exhilarating water slides or just plain relaxing, Dreamworld is a
delight for all ages. When Dreamworld opened in 1981, the park
was dedicated by its founder ‘to the happiness of all people’.
The minute you arrive at the park, it is like entering another world
where something new and exciting happens at every minute and
at every turn. For more information visit www.dreamworld.com.
au or call the Dreamworld ticket office on 1800 073 300.
Tweed River Explorer
When you’re all theme-parked out head for the crabbing and
adventure tour Catch a Crab at Tweed Heads, just minutes from
the Gold Coast. The three-hour tour includes pelican feeding,
yabbie pumping, trapping for mud crabs, fishing and spectacular
scenery. All equipment is provided along with morning tea and
a delicious crab lunch. There’s also an opportunity to purchase
oysters direct from a local oyster farm. For more information
telephone (07) 5599 9972, email info@catchacrab.com.au or visit www.catchacrab.com.au
Sea World
At Sea World visitors are treated to a truly unique animal and
marine life experience. More than just a theme park, Sea World
is committed to educating guests about the marine environment,
and playing an active role in Australian marine research and
rescue. Plus there’s a whole world of amazing rides, shows and
attractions to be taken in. For more details visit www.seaworld.
com.au or telephone the information line (07) 5588 2205.
Wyndham Cruises
Cruise the canals of Surfers Paradise with Wyndham Cruises for
two hours each morning and afternoon. Departing from Tiki Village
wharf at 10am and 2.30pm the cruise through Boradwater includes
stops at Marina Mirage and Seaworld. For more information
telephone (07) 5526 7527 or email wyndhamcruises@bigpond.com
Balloon Aloft Gold Coast
Hot air ballooning at its best, Balloon Aloft Gold Coast offers
stunning panorama views of Surfers Paradise and the surrounding
forest covered mountains of the Gold Coast hinterland. With
departure at 5am from Broadbeach participants get an unmatched
view of the region’s sunrise and enjoy a champagne picnic
breakfast. For more information telephone (07) 5578 2244, email admin@balloonaloft.net or visit www.balloonaloft.net
After DARK
When the serious business is over for the day…
Mybar, The Mark Complex, Orchid Ave, Surfers
Paradise.
An upmarket lounge bar and
entertainment venue, mybar is intimate and
exclusive. Chosen by culture and style gurus,
celebrities and those looking for an intimate place to enjoy the
night in exquisite surroundings, entry is strictly by guest list and
invitation only. Dress code is sleek and upmarket with no street
or casual attire. Mybar features live acts and resident DJs. For
more information telephone (07) 5592 4111, email info@mybar.
net.au or visit www.mybar.net.au
Melbas, Cavill Avenue.
Attracting a more mature crowd Melbas
offers the choice of a downstairs restaurant and cocktail bar
or an upstairs nightclub. As well as pool tables and large bars
spanning he entire length of the club, waitresses will serve
drinks to patrons sitting at tables, providing a polished and
professional service. Checkout www.melbas.net.au for details.
Quest Lounge Bar and Club, corner of Victoria Ave and
Surf Parade, Broadbeach. Quest is a multi-levelled lounge bar
and club featuring subtle Egyptian themeing. This is a venue
of international standards with advanced sound and lighting
systems combined with a universal range of music. From
great tracks of the past to funky house beats to the latest
French and Latin house movements, there’s plenty to hear at
Quest. Patrons will enjoy the Tapas menu available. For more
information telephone (07) 5526 9000 or visit www.goldcoastnightlcubs.
com/quest
Swingin’ Safari Restaurant,
corner of Thornton Street and
Gold Coast Highway, Surfers Paradise. Swingin’ Safari is the
coolest, kitchest kitchen in town. This totally different, slightly
bohemian, charismatic restaurant is just on the stylish side of
tacky. The Emporium offers interesting, unique design pieces
– often vintage – which are found, constructed, renovated or refurbished
to highlight their individual beauty and character. The
food is fantastic, the ambience is Surfers Paradise circa 1970
and the people are great. The venue is ideal for a casual dinner
or can be booked for exclusive use. For more information
telephone (07) 5538 3762.
Element Expresso Café and Bar,
Aria Building, Albert Ave,
Broadbeach. Relatively new, the Element Expresso Café and
Bar is popular with just about everybody who enjoys the good
life. Its stylish lounge and cocktail bar serves gourmet food in
an intimate surrounding. The venue can also be booked for
exclusive use. For more information telephone (07) 5526 2399. |
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