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Campaign changing the image of the Gold Coast

Whether it was brawling bikies, spewing schoolies, or indecently dressed Indy girls. The Gold Coast has been unfairly forced to wear the reputation of being 'trashy, tacky and full of trouble'.

And like any rough judgement, it a tag that has been hard to shake. Now, with the Indy cars gone, the bikies laying low, and the wild partying days of the schoolies all but subdued, a new, cultured, more refined Gold Coast is emerging, content if it is never referred to as glitter strip ever again.

Last month, Gold Coast Tourism kicked off a new tourism campaign that plays to all of the city strengths in a bid to jag a new type of tourist the area. Increasing international flights, including direct routes from China and the bump from next year Commonwealth Games is set to see the tourism economy pass $5 Billion by 2020. While families heading to theme parks and fun in the sun will still be bread and butter. The new campaign is selling the city as more sophisticated metropolis by the beach with all the luxuries of urban life, right on the doorstep of everything magnificent nature has to offer. In other words, end of year footy trips and buck weekends aren exactly welcome anymore.

Behind the push is the Chief Marketing Officer for Gold Coast Tourism Jan Hutton, who hopes the new strategy will educate people just how much the region has grown past it wild roots. known for some time, the traditional Gold Coast holiday is losing appeal for travellers who are seeking richer and more immersive experiences. The Gold Coast is hoping to shy away from it's former wild image, with projects like the new $37.5 Million cultural precinct which will include open air spaces, art galleries and performance venues

The new marketing push invokes the natural beauty of the area that has long been ignored in favour of bright neon lights and cheap thrills. It also highlights the fact you have pristine beaches a stone throw away from prehistoric rain forests, combined with world class 5 star dining and tourist opportunities that were once only found in Sydney and Melbourne, but are now muscling out the fast food vendors and tattoo shops for beachfront real estate.

But despite the extra cheese, the are destination Gold Coast campaign accurately sums up what the area is transforming into. Every new development in the area now oozes class. Each new structure is placed in mind to complement each other in terms of sophistication, a far cry from the never ending monstrosities hoisted up all over town by the white shoe brigade in the 1980

Infrastructure spending has also been evident; roads and highways are being ripped up and widened, the airport is receiving an Instrument Landing System to allow planes access in poor weather that were once diverted to Brisbane or Sydney, and while still severely handicapped by the lack of a rail network, the stop gap measure of a light rail connection between Surfers Paradise and the heavy rail services to Brisbane at Helensvale is expected to be complete before the Commonwealth Games. All essential services for a city forecasted to have 1.2 Million residents by 2050.

The image shift of the Gold Coast is on display at Pacific Fair. Gone are bargain dollar stores, making way for the likes of Rolex, Bulgari, Tiffany and co, Louis Vuitton, Prada and a raft of other type of shops where the doors are locked until you buzzed in by a security guard

But perhaps the shining difference in the new campaign is the emphasis on locals. While the tired old for fun campaign highlighted the Gold Coast as a place to party with other carefree travellers in a land that was sold as by the Sea the new ad now sells the people who live on the Gold Coast as the ones making it great. Industry leaders, like Mantra Group CEO and Chair of Tourism and Events Queensland Bob East backs the campaign, saying he believes the Coast has never been tapped for its full potential. is a destination where people genuinely have exceptionally good lifestyles, and we are passionate about our backyard.

Jupiters, soon to be reimagined as The Star Gold Coast is the perfect example of the transformation of the entire region, to what it is now about to become

The new of the strip is undoubtedly Jupiters. At its peak in the cheap bulgari ring eighties, by the 2000 it had become tired and shabby. It hit rock bottom as decaying example of the seedier side of the Gold Coast.

Fast forward seven years, and the mega hotel and resort, just like bulgari serpenti diamond ring price replica the Gold Coast itself has been recreated into something special. The resort is about to transform into its latest reincarnation becoming a fully fledged member of the Star Group, with rebranding to take place later this month.

The Star Entertainment Group bought the property just over 5 years ago, and are currently pumping more than a Billion dollars in Queensland as it bets big on the state, through their properties that also include the new Queen Street Wharf project in Brisbane.

At the soon to be defunct Jupiters, the gigantic transformation, which is well underway, is another step in the journey towards the Gold Coast 2018 Commonwealth Games.

The centrepiece of the transformation will be the Gold Coast first six star hotel in more than 15 years, and will take its place at the front of the property.

Featuring spacious suites, signature bars and restaurants, private gaming rooms and butler service, the six star extravaganza will offer all new levels of luxury as part of the driving push for more international appeal.

At the existing property, the 596 refurbished hotel rooms, are stylish, modern and have borrowed a touch of class from their cousin The Darling at The Star in Sydney, which just two weeks ago was named one of the most luxurious hotels in the world by Forbes.

While it poolside experience is at best, on par with other Gold Coast Resorts, where it sets itself apart from other Gold Coast establishments is the new dining options such Cucina vivo and Kiyomi. The latter, based on its sister Sokyo in Sydney can match the greatest fine dining experiences in the country, with dishes on par copy bvlgari men ring with those in Sydney and Melbourne, making it a foodie dining destination in a city that never had anything like it before.

Kiyomi Executive Chef, Chase Kojima. Once a plaudit unheard of on the Gold Coast. The restaurant has quickly establishing a reputation as one of the finest dining experiences in the country

The opening of both the new six and four star towers will increase the property overall accommodation to almost 1,400 rooms, and increase the workforce to around 2,300 employees once operational.

An investment on this scale isn taken lightly, and is an example of the entire Destination Gold Coast campaign. No company would take on such an enormous venture and commitment for a place that is exclusively a party town. It the kind of build and commitment made to a region that will soon bvlgari ring men replica rival any other as one of the country must visit premier tourist destinations.

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By PKKOO5
Added Aug 20

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