Destination Gold Coast Expands Avid Partnership

Destination Gold Coast is ramping up its marketing investment with content agency Avid Collective, extending a partnership that has proven remarkably effective at driving engagement and visitor interest.

The renewal follows a successful initial campaign earlier in the year, which generated more than 100,000 article views across a network of lifestyle and travel publishers. The content performed exceptionally well: readers spent an average of three minutes and 40 seconds on articles, while clickthrough rates hit 5.8 per cent—strong metrics for native advertising in the travel space.

The strategy leveraged a diverse publisher network—Urban List, Boss Hunting, We Are Explorers, Gourmet Traveller, Signature Luxury Travel & Style, Elle, Marie Claire and Where To Travel—to create custom-written itineraries tailored to different traveller profiles. Some content highlighted romantic getaways to spots like Burleigh Heads; others showcased adventure experiences such as underwater encounters at Wonder Reef. The approach allowed each publisher to speak to its own audience in an authentic voice, rather than a one-size-fits-all promotional message.

Dion Workman, head of destination marketing at Destination Gold Coast, credited Avid's execution and speed of delivery. "We were impressed by both the quality of the content and how quickly the team moved," Workman said. "Working with Avid felt seamless—we'd brief them and they delivered."

Luke Spano, managing director of Avid Collective, highlighted the broader appeal of the format. "Native content lets you tell the Gold Coast story in ways traditional advertising simply can't match," Spano said. "By working with trusted publishers and their editors, we showcased the full spectrum of experiences—from cultural heritage to adventure tourism—in a way that resonates with travellers."

The expanded partnership will push further. Publisher partners are now developing their own itineraries, combining written and video content to highlight first-hand editorial experiences. Planned features range from hidden glowworm colonies in the hinterland to "workcation" guides for remote workers, plus cultural storytelling around historic Indigenous sites.

The renewal reflects a broader industry shift toward native content as a vehicle for destination marketing. Unlike banner ads or sponsored social posts, native content integrates promotional messaging into editorial formats that readers are predisposed to engage with, making it particularly effective for tourism boards competing for discretionary travel spending.

For Destination Gold Coast, the data from the first phase made the case clear: real engagement, real visitor interest, and a measurable return on investment.