Destination Gold Coast Invites Travelers to ‘Play the Day Away’

Destination Gold Coast and Publicis Worldwide partnered on a new campaign to showcase the region’s offering and invite visitors to ‘Play The Day Away’ on the Gold Coast.

“There are places you’d expect from the Gold Coast, and places that show a breadth of offering to push travelers further into this great region than ever before – ultimately, with the promise that there’s something for everyone,” said Simon Murphy, Publicis Worldwide chief strategy officer.

“With active play with children being one of the biggest casualties of the pandemic, it’s great to elevate ‘play’ on the Gold Coast from whimsical fun, to a must-do antidote from the stresses and frustrations of recent years.”

 
 

said: “With musicals, song and dance currently in the spotlight, this campaign capitalises on these elements and showcases the Gold Coast in a unique yet fun way.

“The song is a remake of the ultimate Fred Astaire classic and when coupled with dance, the campaign takes us through the most iconic aspects of the Gold Coast and then highlights other locations that are still widely a local’s secret,” said Destination Gold Coast CEO Patricia O’Callaghan.

 
 

Credits

Client:

Patricia O’Callaghan – Chief Executive Officer

Dion Workman – Head of Destination Marketing and Experiences

Agency:

Ryan Petie – Executive Creative Director

Tim Harding – Creative Director

Simon Murphy – Chief Strategy Officer

Vicki Lee – Head of Broadcast & Content

Emilie Almond – Group Account Director

Production:

Stephen Lance – Co-Director – Taxi Films

Mairi Cameron – Co-Director – Taxi Films

Andrew Wareham – Executive Producer – Taxi Films

Simone Mackie – Senior Producer – Taxi Films

Digby Hogan – Offline Editing – The Empire Post

Final Grade – Justin McDonald

Online/VFX – Heckler

Music Composition – “No Strings, I’m Fancy Free” / Irving Berlin (Universal Music Publishing)

Music Clearance – Tyler McLoughlan – Sound Pound

Music Arrangement & Production – Pete Jones & Ryan Walsh – RANRUN Studio

Singer – Phoebe Sinclair

Sound Production – Ross Batten – Rosco Audio

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