Our Marketing Approach
Gold Coast Tourism’s focused and strategic approach to marketing the Gold Coast as a holiday and business events destination ensures we achieve maximum value from our investments of time, resources and budget.
The primary markets in which we are most active are judged on six key criteria. They are:
In our largest market, Australia, we balance independent and cooperative activity depending on season, sector and circumstance. Our cooperative activity includes regular campaigns with Gold Coast Tourism member businesses, Surfers Paradise Alliance, Broadbeach Alliance, Connecting Southern Gold Coast, Gold Coast Airport, Tourism Queensland, travel retailers and airlines.
• Current or probable aviation access into Gold Coast or Brisbane airports
Internationally, we leverage our cooperative partnerships even further to enhance our spend and gain greater reach. Our chief international marketing partners are Tourism Queensland, Tourism Australia and international airlines.
2009 / 10 Annual Report I 10
• Current visitor volume or expenditure to Gold Coast • Forecast outbound visitor volume or expenditure
• Priority regions identified by Tourism Queensland and Tourism Australia • Fit with psychographic profile Gold Coast holiday segmentation: • Social Fun Seeker • Connector • Experience Seeker
