Tourism Noosa launches “The Sweet Life” campaign

Noosa’s creative new destination campaign is reminding travellers of the southeast Queensland region’s allure.

Tourism Noosa has launched its latest destination campaign, “The Sweet Life”, in collaboration with Sunshine Coast Airport, following recent flight expansions from New Zealand’s North Island.

The campaign highlights Noosa’s charm as a serene getaway and aims to capture travellers from New Zealand, NSW, Victoria and southeast Queensland.

The centrepiece of “The Sweet Life” campaign is a 60-second mini-film that immerses viewers in Noosa’s picturesque landscapes. The film captures the essence of a luxurious coastal retreat intertwined with genuine human connections.

“Data is showing the allure of outbound international travel is contributing to a softening in domestic travel, and our Noosa operators are very much feeling the pinch, as indicated in our annual membership survey,” says Tourism Noosa’s head of marketing, Brent Chong.

“This campaign is a little different to what we have produced in the past. We didn’t want to sell to people; we wanted to connect with them.

“We wanted to create something visually and sonically beautiful to consume. Our aim is for this TVC to feel less like a typical tourism advertisement and more like a mini-film where the viewer may associate the thoughts of a relaxed, luxurious beach, river and hinterland getaway with the wholesomeness of genuine human connection and togetherness, all set in beautiful Noosa where the sweet life unfolds so effortlessly.

“With each element carefully curated to resonate with our target audience, we are confident “The Sweet Life” will inspire travellers to discover and embrace the beauty of our region.”

Korace Films, whose work has been recognised at the Cannes Lions, was contracted to shoot and produce the TVC.

“When Tourism Noosa approached us with their off-season campaign, we were excited to collaborate,” says director Mick Soiza.

“Marking a refreshing departure from traditional tourism advertising, ‘The Sweet Life’ goes beyond the typical destination-centric approach, offering a heartwarming short film where relaxation meets adventure.

“This aligns perfectly with the future of impactful advertising, capturing the essence of what makes Noosa special. It’s not just about where you are, but who you’re with and the moments you share.”

“The Sweet Life” campaign will feature various platforms, including digital out-of-home billboards in Auckland, Melbourne, Sydney and Brisbane; Sydney light-rail banners; and bus mega side banners in Melbourne, Sydney and Brisbane.

It will also be supported by a robust digital strategy.

“We are excited to collaborate with some of Noosa’s leading operators to showcase Noosa’s unique charm and accessibility,” says Tourism Noosa CEO Sharon Raguse.

“The campaign has had buy-in from more than 30 Noosa businesses offering a range of accommodation, tours, transfers and dining experiences, enticing visitors to discover and enjoy the distinctive sweet life offered in Noosa.”


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