QUEENSLAND, AUSTRALIA – Visit Sunshine Coast has unveiled the refreshed “Sunshine Moments” campaign, a vibrant reimagining of the quintessential coastal holiday. Developed in collaboration with BCM and IVY PR, the campaign builds on its earlier success by spotlighting authentic traveller experiences with a contemporary and cheeky edge.
First launched to capture the intangible essence of a Sunshine Coast holiday, the campaign once again poses the question: “What will your Sunshine Moment be?” Through nine new 15-second videos, the platform highlights playful headlines and immersive visuals that celebrate both the region’s landscapes and the emotional connections they inspire.
Kelly Ryan, Head of Marketing at Visit Sunshine Coast, explained “The Sunshine Coast isn’t just a place – it’s a feeling, a moment. A Sunshine Moment. Whether it’s relaxation, quiet contemplation, playfulness or discovery, these moments are real, genuine, and deeply authentic, connecting people to each other and this incredible place, and it’s sure to strike a chord with visitors from across Queensland, NSW, Victoria and New Zealand. It’s our biggest campaign to date, and will feature on TV on-demand, YouTube, Google, Meta, TikTok, and billboards across Sydney and Melbourne.”
Adding a dose of irreverence to the relaunch, Visit Sunshine Coast and IVY PR introduced the “Sunshine Sickie,“ an experiential activation that taps into a uniquely Australian colloquialism. The initiative invites Australians and New Zealanders to apply for a spontaneous, all expenses paid 48 hour getaway on the Sunshine Coast. Winners are notified with just 12 hours’ notice to pack a bag, choose a travel companion, and head to the airport. In a playful twist, the region’s CEO, Matt Stoeckel, will even call the winner’s boss to explain their sudden absence.
The activation addresses a timely cultural insight: workplace burnout. According to recent studies, 61% of Australian employees report work-related burnout, significantly higher than the global average of 48%. With seven in ten Australians admitting to having taken a “sickie” in the past year often to cope with stress, the campaign leans into humour while promoting the region as a natural antidote.
Emma Bedsor, Co-Managing Director of IVY PR, noted “The latest statistics speak volumes, and with wellness so deeply embedded in the Visit Sunshine Coast brand, we wanted to tackle burnout in a playful yet impactful way. Using the colloquially Aussie notion of ‘chucking a sickie’ felt like the perfect bold, cheeky move – a fun reminder to prioritise rest and embrace the kind of relaxation the region is known for.”
The campaign represents a strategic evolution, ensuring relevance in a competitive tourism landscape. BCM’s Head of Account Management, Damien Musgrave, reflected on its trajectory. “’Sunshine Moments’ has seen such success over the past few years, really resonating with people by celebrating exactly what makes travel so meaningful – those raw, heartfelt moments that stay with us. Evolving the platform was the natural next step, allowing us to build on that connection and bring in more of those real moments from real travellers. It’s these moments that we know will keep the campaign so relatable and memorable.”
BCM Group CEO, Phil McDonald, added that differentiation was a critical objective. “We love collaborating with clients that truly understand that our first creative objective needs to be differentiation – and in the tourism category it is even more vital given much of the work is extremely similar. Adding a layer of earned media that is inextricably linked to the idea will also make the budget behind the campaign work even harder for the destination.”
CREDITS
Visit Sunshine Coast
Matt Stoeckel – CEO, Visit Sunshine Coast
Kelly Ryan – Head of Marketing, Visit Sunshine Coast
Madeline Schilg – PR Manager, Visit Sunshine Coast
Lauren Grounsell – Brand & Content Manager, Visit Sunshine Coast
Deanna Byers – Creative & Design Lead, Visit Sunshine Coast
BCM (Agency)
Phil McDonald – CEO, BCM
Shaun Egan – Creative Director, BCM
Miguel Gadea – Senior Art Director, BCM
Ann Reilly – Head of Production, BCM
Damien Musgrave – Head of Account Management, BCM
Lindsay Kelman – Senior Account Director, BCM
David Mooney – Head of Strategy, BCM
Ellie Fraser – Communications Planner, BCM
Tat Hamilton – Editor, BCM
IVY PR
Emma Bedsor – Co-Managing Director, IVY PR
Caley O’Neill – Group Managing Director, IVY PR
Ella Moore – Account Manager, IVY PR
Laura Matthews – Account Executive, IVY PR
Accordion (Production)
Ethan Mclean – Director
Greg Toolen – Head of Production, Accordion Productions
Compadre (Photography)
Sam Scoufos – Photographer
Post-Production
Colourist: Trish Cahill
Retouching: Derek Leong
VFX: Blockhead
Audio: XO Post
Additional Post-Production: Dylan Jones
Post Producer: Sarah Taylor
