A Sunshine Coast town that burst onto the Australian tourism scene is now the star of a dedicated tourism campaign that will encourage travellers to uncover its playground by the sea.
The Caloundra Chamber of Commerce launched the six-month Uncover Caloundra tourism campaign to promote the town to travellers in Brisbane, the Gold Coast, and Townsville.
The campaign was created in partnership with Visit Sunshine Coast via the Sub Regional Funding program and launched on December 18th with six video billboards in Brisbane Airport.
The billboards were gifted to the region after it was crowned Queensland’s Top Tourism Town in June 2023.
Caloundra Chamber of Commerce chief executive officer Brady Sullivan said the Chamber was excited to continue the momentum after its successful Top Tourism Town campaign, which also crowned Caloundra as one of Australia’s Top Three Tourism Towns.
“The Uncover Caloundra Campaign will capitalise on Caloundra’s recent award success and ensure our tourism providers can continue to enjoy the benefits of Caloundra’s increased profile,” Mr Sullivan said.
“Caloundra’s playground by the sea is no longer a hidden gem… the secret’s out.”
The campaign will showcase Caloundra’s pristine beaches, the Caloundra Street Fair, the town’s vibrant arts and culinary scenes, natural wonders and family-friendly attractions.
SEQ Properties chief executive officer Angus Booker said the Uncover Caloundra campaign was a fantastic way to “help share the story of Caloundra as a fabulous holiday destination”.
“Caloundra is currently in a renaissance of sorts, so dedicated campaigns for Caloundra are an opportunity to put the town and offerings into people’s minds and also move the dial on people’s perceptions of Caloundra,” Mr Booker said.
Since Caloundra’s award success, Mr Booker has seen an increase in young families holidaying at his newly renovated Big 4 Holiday Park. He said the campaign would continue to boost business for local tourism operators ready to welcome visitors.
“With our new facilities and the growth in what Caloundra has to offer, we are increasingly confident of attracting a greater interstate family market that would have traditionally selected the Gold Coast or other areas on the Sunshine Coast,” Mr Booker said.
The campaign will utilise traditional and social media to promote nearby attractions, including Australia Zoo, Aussie World and Your Mates Brewery, with the entire Sunshine Coast’s tourism industry to benefit.
Visit Sunshine Coast chief executive officer Matt Stoeckel said visitors were drawn to the Sunshine Coast for the diverse attractions within the region, including those in Caloundra.
“With its own distinctive characteristics and attractions, Caloundra is a huge drawcard for visitors from across Queensland and interstate,” Mr Stoeckel said.
“Caloundra is already well known for its beaches and the water-based experiences, and now its growing number of craft breweries, award-winning restaurants, vibrant arts and events scene, plentiful family-friendly attractions and relaxed and friendly vibe are making an even more attractive top-tier holiday destination.”
