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Queensland Government Launches "Theme Park Capital" Campaign

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Gold Coast 8 October, 2013. A multi-million dollar advertising blitz will boost visitors to Gold Coast theme parks after being launched by the Queensland Government, Village Roadshow and Ardent Leisure today. Premier Campbell Newman said the Theme Park Capital of Australia campaign would reinforce the Gold Coast’s position as Queensland’s leading tourist destination by focusing on its world-class theme parks. “Our theme parks rank among the very best in the world, and are ‘must-do’ experiences for any holiday on the Gold Coast,” Mr Newman said. “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.” Treasurer Tim Nicholls said tourism contributes $22 billion a year to the Queensland economy. “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,” Mr Nicholls said. “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. “While this campaign focuses on the Gold Coast theme parks, it will benefit the region’s wider economy through accommodation and retail spending,” Ms Stuckey said. “This campaign aims to cement the Gold Coast’s reputation as a premier tourism destination in Australia and supercharge visitor numbers to Queensland.” The campaign kicks off Sunday 27 October.

It's good to see some focus finally being given to the theme parks by the state government. Thoughts? This could only be good for the parks, right?

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I think that the Tourism Department might be a little jealous about Wet 'n' Wild Sydney and Abyss at Adventure taking the theme park spotlight away from the Gold Coast. I do agree that it is good to see the focus on the parks, but haven't they always used the parks in the promotional materials, like commercials and brochures?

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Forget about accommodation and put the money into installing a propper coaster in dreamworld. Then worry about accommodation and tourists. Otherwise we won't get tourists. Just look at the American parks compared to ours... Our theme parks are permanant carnivals compared to the American parks.

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It's been a long time overdue, but I'm glad it's happening. Past government promotions for the Gold Coast almost seemed embarrassed to mention the theme parks, and instead focused on sophisticated latte' drinkers (as if the Gold Coast is the cafe capital of Australia), and the parks themselves seem to have eased off on going after domestic tourists in recent years focusing almost exclusively on locals instead. Should be fun to see what the campaign looks like. EDIT: Just in response to the post above mine: The best research seems to say that a new ride won't be enough to motivate more visitors to the Coast any more, short of building a whole new park, a more targeting marketing push like this seems like a smart move.

Edited by joz

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Dreamworld at Movie World? Hell just froze over!

I think that the Tourism Department might be a little jealous about Wet 'n' Wild Sydney and Abyss at Adventure taking the theme park spotlight away from the Gold Coast.

Honest question, but does anyone outside of Perth and the theme park fan sites know about Abyss?

Edited by Gazza

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Haha missed that one, that's kinda cool to see Kenny have a day out at Movie World. In answer to your question Gazza, no they don't. I told a friend of mine that a park in Perth was getting a pretty cool looking roller coaster, and was met with the response "Is there a park in Perth??"

Edited by joz

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Forget about accommodation and put the money into installing a propper coaster in dreamworld. Then worry about accommodation and tourists. Otherwise we won't get tourists. Just look at the American parks compared to ours... Our theme parks are permanant carnivals compared to the American parks.

This campaign would actually help Dreamworld get that dream coaster one day. Firstly, this campaign would increase the awareness of the park Australia-wide. With more people aware of the park's offerings/existence, more Aussies would visit the park. When more people go through the park gates, Ardent receives more money, not just from ticket sales, but from food and merch. With more money in Ardent's bank account, they can finally build that monolith of a "proper coaster".

So don't get so Butthurt at a campaign that will probably boost the parks significantly.

Haha missed that one, that's kinda cool to see Kenny have a day out at Movie World. In answer to your question Gazza, no they don't. I told a friend of mine that a park in Perth was getting a pretty cool looking roller coaster, and was met with the response "Is there a park in Perth??"

Wait, that's Movie World? I thought the rust and peeling paint was from Dreamworld's Main Street!

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Firstly, this campaign would increase the awareness of the park Australia-wide.

With more money in Ardent's bank account, they can finally build that monolith of a "proper coaster".

You don't think almost a decade of Big Brother broadcasts AUSTRALIA-WIDE has made everyone aware of the existence of Dreamworld? And you think a piddly $15million joint advertising campaign will?

More likely - with more money in Ardent's bank account, they can finally pay out a half-decent dividend to their shareholders, and install another mediocre flat ride to appease the masses.

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Forget about accommodation and put the money into installing a propper coaster in dreamworld. Then worry about accommodation and tourists. Otherwise we won't get tourists. Just look at the American parks compared to ours... Our theme parks are permanant carnivals compared to the American parks.

That's never how it is going to work unfortunately.

Put the money into accommodation and tourists. Then worry about the parks. Otherwise we won't get the big coaster.

I still think it's a stretch to imagine at this point in time that Ardent are even considering providing us this much needed attraction. As Alex said, they will probably just use their money to install another flat ride or shittle coaster.

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How significant of an impact do you think this campaign would have on the parks? Would it generate enough money from increase ticket sales to see more well-themed rides like Justice League or Scooby-Doo be built in the parks more often? Or is it still a bit of a long shot?

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How significant of an impact do you think this campaign would have on the parks? Would it generate enough money from increase ticket sales to see more well-themed rides like Justice League or Scooby-Doo be built in the parks more often? Or is it still a bit of a long shot?

I think we'll continue to see well-themed rides like Justice League & Scooby from Village but nothing from Dreamworld/Ardent. Not too hard to come to that conclusion Edited by GoGoBoy

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I think we'll continue to see well-themed rides like Justice League & Scooby from Village but nothing from Dreamworld/Ardent. Not too hard to come to that conclusion

I actually think that we will see a large scale attraction from Dreamworld soon. I have nothing to base this on except my own faith and intuition. They have to see that that Village simply have the better offer and will undoubtedly up the ante in order to win back the public's imagination. What will that look like?? Who knows but it needs to be a deal breaker. Its been a long time since Dreamworld has trumped any Village attraction and it needs to be well thought out and themed.

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Honest question - but where do Dreamworld have the space to put in a blockbuster without resorting to the carpark, or taking over Big Brother area that has been signed on with Ch9 for another couple years?

Blue Lagoon comes to mind - but anywhere else would impact on the AWE... What could they fit into the BL space?

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Honest question - but where do Dreamworld have the space to put in a blockbuster without resorting to the carpark, or taking over Big Brother area that has been signed on with Ch9 for another couple years?

Blue Lagoon comes to mind - but anywhere else would impact on the AWE... What could they fit into the BL space?

They still have a fairly large patch of land up the back of the park don't they? Problem is, all of the animals are out near there.

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All of Goldrush Country, and the area connecting to Blue Lagoon needs a proper redevelopment, the river and Island near Billabong cafe is also up for grabs'. By the time they've done that, 20 years will have elapsed and the Big Brother production space will be fair game.

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"Our theme parks rank among the very best in the world"

HAHAHAHAHAHAHAHAHAHAHAHAHAHA no.

With that out of the way, this sounds like a bit of a waste of government money to me considering the Gold Coast is already one of Australia's most visited locations, and everybody is aware that the largest parks in the country are located there. Though it is nice to see the state government endorsing the parks.

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I'm not sure, this ad was definitely on tv this afternoon with the end saying "coming soon?" And "stay overnight from $99", which the whole point if the new campaign is to try and promote staying overnight at the coast not just day trips. Maybe this is older footage used to build hype around the new campaign coming later in the month? But it does show footage from all the major parks and other attractions on the coast in the one ad

Edited by rac2703

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The OP says that the campaign kicks off on the 27th, so this is probably some older ad.

Note how it is not one specifically about theme parks (The focus of the new campaign), but rather all the stuff the GC has to offer, like rainforest skywalks, casinos, beaches (And of course theme parks)

"Our theme parks rank among the very best in the world"

HAHAHAHAHAHAHAHAHAHAHAHAHAHA no.

To be fair, they'd have to be somewhere in the upper range.

I mean, once you get past all the famous parks that enthusiasts normally visit what are you left with?

Edited by Gazza

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To be fair, they'd have to be somewhere in the upper range.

I mean, once you get past all the famous parks that enthusiasts normally visit what are you left with?

And we do have a handful of amazing rides. Look at Superman Escape, rated 21st on the Steel Coaster Poll for 2012, out of more than 427 coasters. That's pretty impressive for a "non-world class" park...

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To be fair, they'd have to be somewhere in the upper range.

I mean, once you get past all the famous parks that enthusiasts normally visit what are you left with?

Perhaps I'm being too harsh. But you have to admit there are a lot of parks around the world that top, say, Movieworld. Don't get me wrong, I do like Movieworld. But it's hardly a world class park, let alone "amongst the very best in the world". Claiming that parks like Movieworld and Dreamworld are "amongst the best in the world" implies they rival the likes of the Walt Disney World Resort, Universal Orlando Resort, Europa Park and Cedar point, and we all know that's not true.

Edited by alex_1

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