The Star Gold Coast / 2025
Shifting brand perceptions in the GC
Overview
The Star Gold Coast needed to reignite local pride and reposition itself as the city’s iconic lifestyle destination, reconnecting with both long-time residents and a surge of new arrivals who hadn’t grown up with the resort as part of their formative experiences.
Our Services Used:
Strategy
Navigate complexity and unlock growth with future-ready strategy.
Brand Identity
Build a brand that inspires trust, stands out, and thrives in every market.
Creative & Design
Bold ideas, beautifully crafted-creativity that drives real results.
Production
End-to-end content creation delivered with precision, speed, and creative excellence.
Social
Spark engagement and build vibrant communities with data-driven social solutions.
Media
Maximise impact with agile, targeted media strategies and transparent results.
Our Solution
We developed and launched the ‘Where the GC ___’ brand campaign, a flexible platform that adapts to multiple audiences and experiences.
The campaign rolled out across digital, social, and out-of-home channels, with high-impact activations at Gold Coast Airport and a full tram wrap.
Results
Striking campaign headlines and adaptive end lines encouraged guests to shape their own experiences.
Deepened community ties by sourcing creative talent locally and showcasing Gold Coast expertise on a national stage.
40 days of special offers, experiences, prizes, and events to celebrate the resort’s 40th anniversary.
Appointment of ARIA award-winning singer-songwriter Amy Shark as entertainment ambassador, with exclusive events planned for 2026.
A flexible brand platform and locally sourced creative talent reawakened the resort’s relevance, sparking new connections and reigniting local pride.
More like this:
Ready to build your growth story?
Together, we’ll shape a growth strategy that’s built for the New World, combining creativity, insight, and innovation to help your brand cut through, build trust, and achieve real impact.
