Gold Coast Australia
Brand awareness, Destination / Host City, Legacy, Media, Profile
Objective
To boost awareness and lend more power to the final stages of Gold Coast Australia’s bid to host the 2018 Commonwealth Games.
Outcome
Gold Coast Australia contributed a PR Value of almost £200 million (£195,139,254) during its race campaign, which received coverage across the globe, as far as Europe, South America, South Africa and Western Australia.
As a direct result, Gold Coast Australia secured victory in the final Commonwealth Games vote on 11 November 2011.
To promote the city’s new Commonwealth Games host status for the remaining seven months of the Clipper Race, the interim 2018 Commonwealth Games logo was officially unveiled on its sponsored yacht by Queensland Acting Minister for Sport, Simon Finn, during the Gold Coast stopover in December 2011.
Activation
Gold Coast City Council and Gold Coast Tourism joined forces as Team Sponsors of the Gold Coast Australia entry in the Clipper 11-12 Race to build widespread international and domestic awareness and support of its application during the final stages of the 2018 Commonwealth Games bidding process.
Promoting the Gold Coast as a Commonwealth Games host city is not just about ensuring the success of the event in 2018, it is about showcasing the Gold Coast to the world, attracting interest in the city as an exciting visitor destination and luring business investment in the lead up.
The yacht and her crew epitomise the wonderful excitement and spirit of adventure the Gold Coast is renowned for and it’s this spirit that will ensure our Games in 2018 is one of the most unique and successful ever.