Surfers Paradise Nights Campaign
Surfers Paradise Alliance
- _Newspaper and Magazine Advertising
- _Radio Advertising
- _Street Banners
- _Bus Shelters
- _Public Relations
- _Mobile Application & QR Code integration
- _Social Promotional Apps
- _Facebook, Twitter, & You Tube
- _Campaign Strategy
Sparking renewed interest, engaging local residents and driving traffic to this nightlife destination leader.
Surfers Paradise experienced a long standing positive reputation and local regard. However, over time the destination suffered negative press, media and exposure surrounding precinct activity and safety levels. Ultimately this has decreased the appeal for local visitors to visit the area, especially during the evening hours.
Surfers Paradise boasts the most dense number of licensed venues on the Gold Coast, yet has lost market share to alternative destinations. Primary competitors have grown to include Broadbeach, Coolangatta, Byron Bay and Brisbane. it is the goal of SPA to draw local visitors back into the precinct during night hours and regain market share.
Strategy / solution
Re-positioning Surfers Paradise as the ‘premium night life destination’ for the three hour drive market, engaging consumers to re-enter the precinct. The “Surfers Paradise Nights’ campaign will run over a 12 month period primarily driven by a social media, with supporting above the line activity. Campaigns are highly visual and present a point of difference to past marketing activities and current competitor activity.