Perth isn’t the only destination to unveil a new marketing campaign. Visit Sunshine Coast (VSE) has this month unveiled ‘For real’ as its new brand, a message which aims to encapsulate the authenticity of the region.

The VSC team shared the news with more than 240 members at the Annual General Meeting and end of year networking celebration at the new Night Quarter venue on the Sunshine Coast.

VSC Interim CEO Craig Davidson said For real had been developed over the past 18 months in partnership with creative agency Banjo, but took on a new relevance following the pandemic, with extensive research highlighting travellers’ desires for authentic, nature-based and real experiences.

“The new branding segues from our previous ‘naturally refreshing’ tagline, which has served us well for the past 10 years, but our research showed was no longer setting us apart in the marketplace,” he said.

“Instead, we recognised the increasing importance of authenticity and nature in peoples’ travel choices, and the new For real brand resonated strongly with travellers.

“For real will be instrumental in driving VSC’s marketing activities into the next decade as we position the Sunshine Coast as one of Australia’s most desired, premium destinations for families, couples, groups and business events.

“It builds on the region’s unique natural advantage of being home to many of Australia’s most pristine environments, including uncrowded beaches, two UNESCO Biosphere Reserves, a World Heritage Marine Park, the dramatic Glass House Mountains and sub-tropical rainforest of the Sunshine Coast Hinterland.”

The new brand follows in the footsteps of VSC’s latest marketing campaign, also named For real, which, since its launch in October, has recorded more than three million social media impressions driving more than 20,000 visitors to the dedicated Visit Sunshine Coast For Real webpage.

VSC has partnered with booking agents Wotif.com and Experience Oz for the campaign, with phase two offering consumers mid-week ‘Real Deals’ on the Sunshine Coast to help further drive bookings to local tourism operators.

Mr Davidson said the launch of the new brand was perfectly timed with the arrival of VSC’s new CEO Matt Stoeckel who will take up his position with the company in early 2021.

“We are extremely excited by the launch and look forward to showing visitors the depth of experiences we have here on the Sunshine Coast – For real,” he said.