Gold Coast positions itself as ‘The imagination capital of Australia’

A new campaign that reimagines how the Gold Coast can attract and host business events has been unveiled today ahead of its major launch at the Asia Pacific Incentives and Meetings Event (AIME) in Melbourne next week.

Destination Gold Coast CEO Patricia O’Callaghan said The imagination capital of Australia campaign will help drive the post-pandemic recovery of the city’s business events in the areas of health, innovation, education, screen and arts, and sport.

The imagination capital of Australia repositions the city to highlight our attributes as a forward-thinking, global destination,” O’Callaghan said.

“The business events sector is a vital part of our Monday to Friday visitor economy, which prior to the pandemic generated $570 million in economic benefit for the city.”

The Destination Gold Coast Business Events team will be at AIME to officially launch the new campaign.

“We are calling on these important decision makers to imagine their ultimate meeting or event experience, and then showing them how the Gold Coast can make it happen,” O’Callaghan said.

O’Callaghan said The imagination capital of Australia is all about combining everything that is globally known and loved about the Gold Coast with its purpose-built infrastructure to create memorable and extraordinary business events that can’t be replicated anywhere else in the world.

“Where else in the world can you indulge in breakfast onboard an ocean cruise to whale watch and then walk straight into your conference at a state-of-the-art venue before watching the sun set from our kilometres of golden beaches? Only on the Gold Coast,” she said.

Destination Gold Coast’s Head of Business Events Selina Sinclair said the campaign recognises the Gold Coast is undergoing an evolution enabled by ideas and innovation.

“The Gold Coast is already well-known for its stunning natural assets and business events infrastructure, and now we are ready to share some of the undiscovered stories of our thriving knowledge economy with the world,” Sinclair said.

“Our stories will talk of the Gold Coast’s creative energy, entrepreneurial mindset and future focused thinking.”

The campaign was supported by Tourism Australia’s Advance Program.

“We’re delighted to have supported Destination Gold Coast through the Advance Program in the delivery of its new brand campaign to promote the destination to the world,” said Business Events Australia boss Robin Mack.

“The Advance Program offers support for industry-led projects that aim to increase the number and value of business events for Australia. With the recent reopening of Australia’s international borders to fully vaccinated travellers, projects like these will help drive demand for Australia and fast track the industry’s recovery.”