Indie agency Govt Kuala Lumpur spearheads move to change image of Australia’s Gold Coast

Malaysians are being encouraged to visit Australia’s Gold Coast in a campaign created by independent agency Govt Kuala Lumpur for Air Asia and Australian tourism body, Tourism & Events Queensland.

Embrace Gold Coast Australia

The campaign, Embrace Gold Coast, aims to show potential tourists the Gold Coast offers more that sand, surf and theme parks with which it has become synonymous.

It will run across outdoor, print, cinema and digital channels for six months.

Ads feature a selection of activities with the aim of inspiring Malaysian millennials to visit the destination.

Govt Kuala Lumpur executive creative director Casey Loh said its brief was to create a new image for the Gold Coast.

“Have the rare opportunity to change the narrative of a well-known brand and destination is what GOVT itself thrives on, and we look forward to even more creative challenges and collaborations,” he said.

The campaign will also involve a local influencer-led contest.

Executive Creative Director: Casey Loh
Head of Business: Syed Nasir
Creative Group Head (Copy): Didi Pirinyuang
Creative Group Head (Art): Edwin Lee
Account Director: Najib Salman
Production House: Think Tank
Producer: Teck Nam
Director: Sling
DoP: Julian
Post House: VHQ
Audio House: Fuse Asi

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