Snapshot

Brand Overview

Destination Positioning Statement

"The Sunshine Coast is a diversified holiday destination offering a relaxed and friendly atmosphere where people still have time to say hello."

Main Appeals and Attributes:

Beach and hinterland experiences
Proximity to Brisbane
Access to World Heritage listed Fraser Island
Warm and sunny weather
Beautiful beaches
A relaxed, sophisticated and natural environment
A wide range of quality accommodation, restaurants and shopping precincts
Destination image/personality
Relaxed, laid back and easy going
Friendly
Natural
Inviting
Stylish and sophisticated holiday

Target Market

Primary

Families (25-49 years) and mid-life households (45-64 years), living in Sydney and Melbourne, household income $80,000 per annum and over. A short break to escape the grind and a family holiday where they can relax and the kids are occupied. Rest and relaxation, social activities, restaurants, sightseeing are of interest.

Secondary

Families (25-49 years) and mid-life households (45-64 years), living in Brisbane, household income $60,000 per annum and over. A short break to escape the grind and a family holiday where they can relax and the kids are occupied. Rest and relaxation, social activities, restaurants, sightseeing is of interest.