The Gold Coast has thrown down the beach towel to the rest of Australia with a national tourism campaign that’s as bold as a surfer’s board shorts and twice as sun-drenched. Branded “Get Up and Gold Coast,” the new push from Experience Gold Coast is the first major promotional strike for the city in almost five years — and it doesn’t tiptoe in quietly. Instead, it dives headfirst into the surf, cocktails in hand, calling Aussies to rediscover why this glittering strip has remained the nation’s favourite playground for over six decades.
A Campaign with Bite (and Bikini Wax)
Launched with the subtlety of a rollercoaster drop, the campaign film follows a bright-eyed Gold Coast local attempting to answer a deceptively simple query from her Norwegian pen pal: “What do you like to get up and do where you live?”
Cue a kaleidoscope of golden beaches, lush hinterland escapes, rooftop bars, thundering theme park rides and, naturally, a cameo from surfing royalty Stephanie Gilmore, who makes a few waves both on screen and off. Add author and podcast host Ellidy Pullin into the mix, and you’ve got a campaign that fizzes with local flavour.
“Being a part of the new Get Up and Gold Coast campaign has been so much fun,” said Gilmore, eight-time world surfing champion and walking advertisement for coastal living. “The campaign highlights all the great things about the Coast and really taps into the energy and spirit of the community. From escaping into nature, to great food, beaches and epic waves, you can see why I love living here.”
Tom Tate Brings the Trumpet
Gold Coast Mayor Tom Tate, never one to miss a celebratory fanfare, quickly reminded the nation of its enduring romance with the Coast.
“We have been Australia’s favourite holiday destination for more than 60 years,” Cr Tate declared. “From beach holidays to eco-adventures and our adrenaline-packed theme parks, millions of Aussies have wonderful memories of their time spent on the coast. As locals we get to enjoy the magic every day, and this campaign reinforces all the reasons why we love living here. Now we want to invite the rest of the country to Get up and Gold Coast!”
The Mayor might well be onto something. According to Tourism Research Australia, more than 13 million Australians visited the Gold Coast in the year ending December 2024 — cementing it as the nation’s second largest holiday market and Queensland’s crown jewel.
Not Just Beaches and Beers
But if you’re imagining the same old sandcastles and suntans, think again. John Warn, CEO of Experience Gold Coast, insists the campaign is more than just a pretty postcard.
“To ‘Gold Coast’ means to tap into our city’s uniquely positive energy and find those wonderful moments. big and small, when you love life,” Warn explained. “Get Up and Gold Coast has a compelling life force to it that makes you want to join in and get the most out of the extraordinary things the Gold Coast has to offer.”
Translation? It’s not just about the surfboard anymore. The city has grown up, slipped on its cultural kaftan, and started hosting international art shows, gourmet food festivals, and a thriving events calendar that puts many capitals to shame.
Brant Hirst, Experience Gold Coast’s Head of Marketing, put it this way:
“If visitors haven’t been here for a while they’ll discover a city that’s all grown up with a sophisticated arts and cultural scene, a world-class events calendar, leading universities and unforgettable natural beauty packaging up in a love for life unmatched anywhere in the world.”
The Appy Ending
In true 21st-century style, the campaign doesn’t stop with cinematic flair. Just weeks earlier, Experience Gold Coast rolled out its first official app, designed to serve curated itineraries, hidden gems and exclusive deals. It’s a digital concierge in your pocket — handy, since the Coast’s ever-expanding menu of attractions can overwhelm even the most seasoned traveller.
Why It Matters
So why the fuss now? Simple. Competition for Aussie holidaymakers has never been fiercer. With Bali, Fiji and Thailand whispering their siren calls just a few hours’ flight away, Queensland’s golden child is determined to remind Australians that the best escapes are still found at home with no passport required.
The Get Up and Gold Coast campaign is not just an invitation; it’s a cheeky challenge. It dares Australians to swap their winter coats for boardies, to ditch routine for rollercoasters, and to rediscover the unabashed joy of sun-kissed living.
As slogans go, it might just work. After all, the Gold Coast has always had a knack for turning fun into a serious business.
By Michelle Warner
