The Star Gold Coast unveils its biggest and brightest brand campaign in more than six years
Learn how GC locals play, indulge, connect and celebrate when The Star Gold Coast’s playful new brand campaign, Where the GC ___, rolls out across South East Queensland from 1 September.
From eye-catching billboards in iconic destinations to bold airport and tram takeovers, the campaign spotlights the unrivalled mix of dining, entertainment and leisure experiences at the Broadbeach resort – a destination preparing to celebrate 40 years as a true Gold Coast icon this November.
Set against vibrant imagery of locals living it up at The Star Gold Coast, the playful headline “Where the GC ___” comes to life through the moments that matter most, from dancing to date nights, spa days to staycations.
The campaign invites guests to fill in the blank with their own memories and milestones, showcasing the endless ways to indulge across the resort’s 10 restaurants, six bars, four hotels, luxurious day spa, sparkling pool and year-round calendar of dazzling events.
The Star Gold Coast Interim CEO Jennifer Cronin said Where the GC ___ celebrates local pride while showing interstate and international guests how to live it up like a true GC local.
“The Star Gold Coast is Australia’s iconic five-star lifestyle destination with everything you want in one place,” Dr Cronin said.
“Our last brand campaign launched in 2019, and since then the Gold Coast has experienced phenomenal growth.
“Many of our newest residents are still discovering how to live like locals, and this playful campaign offers the perfect guide on where to dine, dance, party, indulge, relax, celebrate and soak up the best of the GC.
“At the same time, it’s a reminder for our loyal locals of just how fabulous The Star Gold Coast is, and an invitation to rekindle their love for a resort that’s truly woven into the fabric of the city.”
The launch of Where the GC ___ coincides with The Star Gold Coast marking 40 years of unforgettable moments this November, with the festivities kicking off in style through 40 days of special offers, experiences, prizes and events.
It also follows the exciting appointment of ARIA award-winning singer-songwriter and proud Gold Coast local Amy Shark as The Star Gold Coast’s official entertainment ambassador, with a dynamic line-up of exclusive events and performances set to light up 2026.
Developed by Queensland-based agency Creative Outpost, the campaign was brought to life by a creative team and talent pool drawn almost entirely from the Gold Coast and South East Queensland, making it a true celebration of local creativity for a local icon.
The campaign launches on 1 September across digital, social and out-of-home (OOH) platforms.
