SURFERS PARADISE, Today: As Australia’s one-way travel bubble with New Zealand starts this week, Destination Gold Coast and Queensland production outfit Roam Films are making renewed efforts to sell the popular holiday destination to Kiwis.
Their new NZ campaign features “heartfelt” messages from Gold Coast Kiwis to their family and friends in New Zealand to “invite our Kiwi cousins to come back and play”.
t’s a typical production of the genre – slick, with plenty of eye-appeal, but overlong and chocka with clichés.
Destination Gold Coast ceo Patricia O’Callaghan said sunny days, warm weather, beautiful beaches, theme parks and a great dining scene await would-be holidaymakers after a year of disruption and separation for many.
“It’s a typical travel production – slick, with plenty of eye-appeal, but way too long and chocka with clichés.”
“Kiwis have a strong affinity with the Gold Coast and pre-Covid, we were the second most popular Australian holiday destination for New Zealand travellers, after Sydney.
“With the region home to a large Kiwi population of some 50,000 people, we can’t wait to reunite families, friends and to welcome more visitors back to Australia’s favourite playground.
“Our aim is to keep the Gold Coast front-of-mind whilst both countries eagerly await a more definitive date for trans-Tasman quarantine-free travel.”
Roam director Mark Lovelock said: “To bring this tvc to life, we offered the chance to deliver a personal and sincere invitation to their loved ones back across the ditch, all from their favourite GC spots.”
The New Zealand: We Can’t Wait To See You campaign debuted on NZ TV networks on Sunday, followed by placements in cinema, social media and across digital channels.
CREDITS
Creative & Production: Roam
Producer: Kody Rankin
Director: Mark Lovelock
DOP: Jason Hargreaves
Colourist: Fergus Rotherham
Sound: Rumble Studios Sydney
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