Australian Newspaper Launches New Social Media Campaign

The Australian daily newspaper, the Gold Coast Bulletin, has announced a new social media campaign to promote the Gold Coast, a popular seaside area in Queensland. Using the tag #SnapGoldCoast, the paper encourages social media users to post their favorite pictures of Gold Coast to Tiwtter, Facebook and Instagram. By jump-starting this new campaign, they hope to boost the image of the so-called Glitter Strip at home and abroad.

Best known for its sandy white beaches and giant waves, Gold Coast is a favorite hangout for surfers and partiers who descend on the city’s various clubs and bars nightly. Part of the campaign’s goal seems to be influenced by a desire to change the visuals of the Gold Coast from pulsing nightlife to scenic landscapes. Last year, the Gold Coast Tourism Board raised eyebrows when their Director of Communications asked local media to help tone down the city’s partying image by not using the popular Glitter Strip moniker. Local residents criticized the board for trying to change the city’s branding, saying they believe a less cultivated image is a positive. City politicians even got in on the action; local MP John-Paul Langbroek declared that he had no problems with the term and even uses the phrase Glitter Strip regularly in the Queensland Parliament.

Co-sponsored by Canon Australia and Harvey Norman Photo Centre, the campaign is set to launch on November 22. Similar campaigns organized by the Bulletin’s parent company, News Corp Australia, are also scheduled to begin in other cities across Australia.

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