DESTINATION TOURISM CAMPAIGN
Reinvent yourself on the Gold Coast.
Overview
As part of a competitive pitch for Tourism Gold Coast, I developed a destination campaign concept designed to reposition the Gold Coast as more than a holiday destination. The brief challenged us to create a campaign that would inspire people to relocate, build a career and embrace a new lifestyle on the Gold Coast.
Although conceptual, the project demonstrates my approach to uncovering strategic insights, developing compelling campaign platforms and presenting ideas that connect with both audiences and stakeholders.
The Creative Idea
Reinvent Yourself
The campaign platform was built around the idea that relocating isn’t simply about changing where you live, it’s an opportunity to redefine how you live.
Rather than promoting beaches and sunshine alone, the campaign positioned the Gold Coast as a place where people could reinvent their careers, their lifestyle and their sense of purpose.
To encourage participation and extend the campaign beyond paid media, the concept incorporated the social hashtag #ReinventYourself, creating a shareable platform that could amplify authentic stories from residents, businesses and visitors while building a broader community narrative.
Creative Device
To reinforce the idea of beginning a new chapter, the campaign introduced a distinctive page-turning graphic device. Inspired by the act of turning a page in a book, it symbolised leaving one chapter of life behind and embracing a new future on the Gold Coast.
The device also served a functional purpose. It framed the featured individual within each execution, creating a consistent visual system that housed campaign headlines and messaging while drawing focus to the people at the heart of the story. This simple but flexible element became a recognisable brand asset that could be applied consistently across digital, social, outdoor and print communications.
