The very best of the Gold Coast is now on show to new interstate audiences as ALL - Accor Live Limitless launches its 'Something for ALL' campaign to entice families from all types of backgrounds to stay and play on the Gold Coast.

The campaign's diverse and inclusive creative showcases the Gold Coast's broad range of experiences, along with the richness of the Accor network, to illustrate that there really is something for everyone on the Gold Coast – irrespective of their age, cultural background or budget.

'Something for ALL' will come to life on digital channels, including SBS Broadcaster Video on Demand (BVOD) and in-language advertising, to drive visitation from culturally and linguistically diverse communities, LGTIQ+ audiences, and multi-generational and blended families.   

The campaign expands people's perceptions about the Gold Coast by debunking real-life modern families' preconceived ideas in a playful and inclusive way. The Gold Coast is certainly about surf beaches and thrilling rides, but it is now a lot more than that with its contemporary HOTA - Home of the Arts cultural precinct, burgeoning food and wine scene, and breathtakingly beautiful hinterland. 

This interstate marketing activity was made possible after the campaign received grant funding, via Destination Gold Coast, from the Australian Government under the Recovery for Regional Tourism program, an initiative of the $1 billion Covid-19 Relief and Recovery Fund.

Accor Pacific CEO, Sarah Derry, said: “Over the past two years, the Gold Coast has been one of the hardest hit tourism destinations in Australia and we are so pleased to be launching this campaign which is designed specifically to stimulate new interstate markets to visit the Gold Coast. Together with Destination Gold Coast, this campaign positions the Gold Coast as a place with depth, complexity, cultural experiences and natural beauty – a destination that thrives off its beautiful beaches, its people and personalities.  We are thrilled to be shining a collective light on how enriching a holiday on the Gold Coast can be.”

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Destination Gold Coast CEO, Patricia O'Callaghan, said: “The Gold Coast is open for business and this campaign showcases the breadth of accommodation, attractions and experiences that visitors of all ages and walks of life can turn into reality when holidaying in our backyard. It's time to get back to the people and places we love, and where better to reconnect than in Australia's favourite holiday playground.”

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​The ALL – Accor Live Limitless 'Something for ALL' campaign runs from now until November 2022, reaching a broad, yet highly targeted audience, through the following campaign elements:

• Paid media, including Broadcaster Video on Demand (BVOD) advertising on SBS, in-language advertising on SBS, advertising on Mamamia Podcasts, promotional spots on Australia's #1 breakfast show - Sunrise, digital advertising, social media and video content.

• Owned channels, including email marketing, app and website display advertising, and social media campaigns targeting ALL - Accor Live Limitless' large loyalty member base.
• A phased tactical promotion of Accor's flexible rates across the Gold Coast to encourage visitors to book on all.com:

• Phase 1 (on sale 31 Jan – 13 Feb): Sale rates starting from $917* for seven-nights' accommodation in a Two Bedroom Apartment at BreakFree Moroccan Surfers Paradise.
• Phase 2 (on sale 14 Feb – 11 Apr): Stay 3+ nights and save up to 15% or 5+ nights and save up to 20%.

From luxury to economy, Accor has a vibrant network of 26 hotels, resorts and apartments on the Gold Coast, including brands such as Sofitel, Peppers, Mantra, Novotel, Mercure, BreakFree.

Accor has some of the most stringent cleaning standards and operational procedures in the world of hospitality to ensure guest safety. Accor's ALLSAFE label certification, developed with and vetted by Bureau Veritas, represents Accor's new cleanliness and prevention standards and provides assurance these standards have been met in Accor hotels.

Accor Plus members receive an additional 10% discount off the below offers, and members of ALL earn Status points and Reward points on all eligible stays.

PHASE 1 OFFERS | ON SALE 31 JAN – 13 FEB | BOOK AT ALL.COM

• BreakFree Moroccan Surfers Paradise - Stay seven nights in a Two Bedroom Apartment from $917*
• Peppers Soul Surfers Paradise – Stay three nights in a One Bedroom Ocean View Apartment from $855*
• Mantra on View Surfers Paradise – Stay two nights in a City View Room from $198*
• Mantra Circle on Cavill Surfers Paradise - Stay seven nights in a One Bedroom Apartment from $1,134*
• Mantra Crown Towers Surfers Paradise - Stay seven nights in a One Bedroom Apartment from $805*
• Mantra Sun City Surfers Paradise - Stay seven nights in a One Bedroom Apartment from $805*
• Mantra Towers of Chevron Surfers Paradise - Stay seven nights in a Two Bedroom, One Bathroom Apartment from $1,050*
• BreakFree Diamond Beach Broadbeach – Stay seven nights in a Two Bedroom Apartment from $840*
• Mantra Sierra Grand Broadbeach – Stay seven nights in a One Bedroom Apartment from $980*

*Subject to terms, conditions and hotel availability. Valid for sale until 13 February 2022 and travel until 20 December 2022 at participating Gold Coast hotels. Block-out dates apply. See website for full terms and conditions.

PHASE 2 OFFERS | ON SALE 14 FEB – 11 APR | BOOK AT ALL.COM

• BreakFree Moroccan Surfers Paradise - Stay five nights in a Two Bedroom Apartment from $178^ per night – a saving of up to 22%
• Peppers Soul Surfers Paradise – Stay three nights in a Two Bedroom Ocean View Apartment from $399^ per night – a saving of up to 20%
• Mantra on View Surfers Paradise - Stay three nights in a City View Room from $149^ per night – a saving of up to 15%
• Mantra on Circle on Cavill Surfers Paradise - Stay five nights in a One Bedroom Spa Apartment from $173^ per night – a saving of up to 30%
• Mantra Crown Towers Surfers Paradise - Stay five nights in a One Bedroom Apartment from $151^ per night – a saving of up to 26%
• Mantra Sun City Surfers Paradise - Stay five nights in a One Bedroom Apartment from $148^ per night – a saving of up to 30%
• Mantra Towers of Chevron Surfers Paradise - Stay five nights in a Two Bedroom, One Bathroom Apartment from $192^ per night – a saving of up to 35%
• BreakFree Diamond Beach Broadbeach - Stay five nights in a Two Bedroom Apartment from $174^ per night – a saving of up to 20%
• Mantra Sierra Grand Broadbeach - Stay five nights in a One Bedroom Apartment from $175^ per night – a saving of up to 24%

^Subject to terms, conditions and hotel availability. Valid for sale from 14 February to 11 April 2022. Valid for bookings made at participating Gold Coast hotels, for stays up to 13 months from the booking date. Block-out dates apply. See website for full terms and conditions.

CREDITS

Creative Agency: John + John

Creative Team: Matt Strempel, Phil Clark

Video Production: Roam Films

Media Agency: iProspect

Account Management: Jennifer Meyer

Client: Accor

Marketing Direction: Accor Pacific Vice President Marketing & Customer Experience Nicolas Gronier, and Accor Pacific Marketing Manager Heather Nicholls

To download a selection of hotel images and campaign creative, click HERE