New 'Theme Park Capital' campaign to boost Gold Coast tourism

Ardent Leisure, the Queensland Government and Village Roadshow have joined together to launch a multi-million dollar advertising campaign to boost visitors to the Gold Coast's theme parks.

Launched today (8th October) by Queensland Premier Campbell Newman, the 'Theme Park Capital of Australia' campaign aims to reinforce the Gold Coast's position as Queensland's leading tourist destination by focusing on its world-class theme parks.

Announcing the campaign, Premier Newman explained "our theme parks rank among the very best in the world, and are must-do' experiences for any holiday on the Gold Coast (and) that's the message we'll be taking to all of Australia and New Zealand through this unique joint media and promotional campaign.

"The campaign will showcase in one complete package that the Gold Coast is the Theme Park Capital of Australia.

"Only on the Gold Coast is there such a range of theme parks all within a stone's throw of each other, making it the one-stop shop for any family holiday.

"We expect to see significant increases not only in theme park tickets sales, but in hotel bookings, visitor expenditure and brand awareness of the Gold Coast.

"The $15 million campaign is jointly funded by the Queensland Government and theme park operators and is a great example of how the private and public sector can collaborate to generate significant tourism benefits for Queensland."

Queensland Treasurer Tim Nicholls added that tourism contributes $22 billion a year to the Queensland economy, stating "overnight stays on the Gold Coast contribute around $4 billion a year and there are almost 10,000 tourism related businesses operating on the Coast.

"This campaign will help to strengthen the tourism economy on the Gold Coast and drive the growth that's important for the industry's future."

Minister for Tourism, Major Events, Small Business and the Commonwealth Games, Jann Stuckey said families coming to the Gold Coast would also enjoy our world-famous beaches and many other wonderful local attractions.

Minister Stuckey continued "while this campaign focuses on the Gold Coast theme parks, it will benefit the region's wider economy through accommodation and retail spending."

Graham Burke, Chief Executive of campaign partner Village Roadshow Limited has welcomed the campaign, stating "we are excited and proud to be working together with the Queensland Government and Ardent Leisure in (this) joint marketing initiative.

"The theme parks on the Gold Coast,I am proud to say, are world gold standard (and whe have) spent millions in the last five years making our parks, we believe, the equal of anywhere."

In support of Premier Newman's announcement, Dreamworld Chief Executive Craig Davidson added "as Ardent Leisure Theme Parks Division, Dreamworld, WhiteWater World and SkyPoint are proud to be contributors to this campaign.

"We look forward to collaborating on this exciting media and promotional plan, and supporting what this initiative will do for the Gold Coast."

The advertising campaign starts on Sunday 27th October.

For more information go to www.themeparkcapital.com.au

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