GOVT KL flies high with Air Asia X and Tourism & Events Queensland to embrace the Gold Coast
GOVT Kuala Lumpur has kicked off the new year with a campaign to lure and inspire young Malaysians to travel direct to the Gold Coast, Australia.
The Embrace Gold Coast campaign is the result of a strategic tie-up between Tourism & Events Queensland (TEQ) and Air Asia X (AAX) where GOVT Kuala Lumpur emerged as the choice for their conceptual thinking and campaign messaging.
Challenged with changing the old Gold Coast narrative of sun, sand, surf and theme-parks to a fresh new perspective that appeals to millennial wanderlust, the Embrace Gold Coast campaign consists of a single targeted message spread across print media, OOH, web and cinemas that positions Gold Coast as a welcoming new destination.
“Younger Malaysian travellers are looking to embrace inspiring journeys to unexpected destinations which is why we’ve positioned Gold Coast as the ideal destination that welcomes them with open arms and highlighted the less-expected offerings in the films,” says Didi Pirinyuang, GOVT KL’s Creative Group Head. “Having the rare opportunity to change the narrative of a well-known brand and destination is what GOVT itself thrives on, and we look forward to even more creative challenges and collaborations.”
The campaign is expected to run for 6 months and a local influencer-led contest in the pipeline, to give the audience even greater brand experience in rediscovering the wonders of Gold Coast and beyond.
Credits – Executive Creative Director: Casey Loh. Head of Business: Syed Nasir. Creative Group Head (Copy): Didi Pirinyuang. Creative Group Head (Art): Edwin Lee. Account Director: Najib Salman. Production House: Think Tank. Producer: Teck Nam. Director: Sling. DoP: Julian. Post House: VHQ. Audio House: Fuse Asia.