New campaign unveiled at AIME to reposition Gold Coast as a serious business events contender.

Gold Coast, Australia, is ready to share some of the undiscovered stories of its thriving knowledge economy with the world. Said to be a “first-of-its-kind” campaign, the city will bring to life its stories while reimagining how the city can attract and host business events.

‘The imagination capital of Australia’ campaign is a home-grown initiative to drive the post-pandemic recovery of the city’s events business in the health, innovation, education, screen and arts and sports sectors.

“The business events sector is a vital part of our Monday to Friday visitor economy, which prior to the pandemic generated AUD570 million (USD422 million) in economic benefit for the city,” said Destination Gold Coast CEO, Patricia O’Callaghan.

“Our team will be at AIME to officially launch the compelling new campaign and speak directly with senior decision-makers from around the world to demonstrate why they should seriously consider the Gold Coast as their next conference destination.

“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.

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

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

“Where else in the world can you indulge in breakfast on board 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,” said O’Callaghan.

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

Tourism Australia Executive General Manager of Commercial & Business Events Australia Robin Mack commended the campaign rollout.

“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.

“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,” added Mack.

Destination Gold Coast says it is committed to leading the way forward for a robust recovery of the city and region’s business events sector. It acknowledges the support of the Australian Government under the Recovery for Regional Tourism Program, which has helped deliver the AIME trade show activation and ongoing campaign.

Future conferences confirmed for the Gold Coast include:

  • Screen Forever 36 | Screen Producers Association of Australia | 800 delegates | March 2022
  • 10th IASP Asia Pacific Conference | International Association for Suicide Prevention | 400 delegates | May 2022
  • 35th Australian International Education Conference | 800 delegates | October 2022
  • AMSA National Convention 2023 | Australian Medical Students Association | 1,000 delegates | July 2023
  • World Federation of Chiropractic Biennial Congress | 900 delegates | October 2023

Featured image by City of Gold Coast on Unsplash

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