What the Sunshine Coast brand promises to travellers

As a destination, it is crucial that we deliver what sets us apart from other destinations. The Sunshine Coast does this via our brand promise ‘The Sunshine Coast brings out the sunshine in you’. This brand promise can be broken down into four consumer benefits.

Consumer benefit

Feeling free from tension and confinement

Feeling invigorated and revitalised

Feeling inspired and nourished

Feeling connected to self, nature and others

• Being free from worry or stress

• Genuine relaxation

What this means…

• A sense of effortless and ease

• Being without obligations

• Life moves at a more casual pace, with freedom of time

How is it different on the Sunshine Coast?

• Access to nature is largely unrestricted and it’s at our doorstep

• Locals are laid-back and relaxed and visitors can’t help but do the same

• Bursting with energy and vigour

• Feeling enthusiastic and awakened

• Feeling vivacious, positive and optimistic

• Health and wellness is our way of life

• Our lifestyle has the ultimate balance between being active and relaxed

• Our locals embody playfulness, good spirit and enthusiasm

• Feeling wholesome

• Feeling motivated to get creative

• Feeling nurtured and cared for to grow and thrive

• Our local passion and creativity is infectious

• Nature is on our doorstep, meaning we’re naturally inspired and nourished everywhere we go

• Much of our produce is locally grown

• A sense of belonging

• A sense of completeness and fulfillment

• A sense of being on the same team, even if you don’t know who the other players are

• There’s more time, space and nature on the Sunshine Coast

• Locals smile, greet, make eye contact and genuinely connect with travellers

• Everyone loves living here and our locals’ connection to the destination is infectious

What are some of the Sunshine Coast attributes that enable this consumer benefit?

• Visitors can swim in our fresh and salt water year round

• Any dress-code goes on the Sunshine Coast

• Our city visitors leave the crowds and traffic behind

• We are early risers that partake in an active outdoors lifestyle

• Colours found in nature are vibrant and lively

• The natural environment and distinct landscapes

• Our local community and creators ‘make it, bake it, sew it and grow it’

• The Sunshine Coast is one of Australia’s premier food growing regions with high quality, fertile soils

• Paddock to plate, trawler to table experiences

• Our destination is a community of communities that stretch from the coast to the hinterland

• Our community is connected to and defined by our geological, ecological and cultural history

What is incredibly powerful is that the Sunshine Coast brand is influenced by visitors’ experiences in destination. Therefore, as a tourism operator you can help to reinforce our brand with how you interact with your guests. How does your business deliver the Sunshine Coast brand promise?