Visit Sunshine Coast adds unique ‘Sunshine Sickie’ twist to its largest ever tourism campaign

‘Sunshine Sickie’

Visit Sunshine Coast’s Sunshine Moments campaign returns today with a fresh new look and asks, “What will your Sunshine Moment be?”.

The refreshed campaign showcases real Sunshine Moments — authentic, relatable experiences that connect with today’s travellers. It features 10 vibrant 15-second videos featuring playful headlines and stunning new imagery and is being rolled out across Australia and New Zealand on TV on-demand, YouTube, Google, Meta, TikTok, and billboards in Sydney and Melbourne.

A new component of this year’s Sunshine Moments campaign is an innovative competition called the ‘Sunshine Sickie’, presented as the perfect tonic for Australians needing to recharge their batteries and recover from the stresses of life.

The cheeky initiative adds a bold and playful twist to the relaunch, inviting workers to apply for a Sunshine Sickie – an all-expenses paid 48-hour break on the Sunshine Coast – to encourage wellness and rejuvenation amid increasing evidence of surging burnout rates in the community.

Open for entries between 1-11 September, 10 lucky winners will be given just 12-hours to pack a bag, grab a mate and head for the airport.

The competition was built on the insight that 61% of Australian employees have experienced work-related burnout – well above the global average of ~48% – and nearly 40% feel mentally or physically exhausted by the working day’s end.

To sweeten the deal, Visit Sunshine Coast’s CEO will even call the winner’s boss!

‘Sunshine Sickie’

“We wanted to build on our popular Sunshine Moments campaign and are confident that the Sunshine Sickie initiative will really connect with people who are long overdue a well-earned break,” said Visit Sunshine Coast CEO Matt Stoeckel.

“Sunshine Moments has seen such success over the past few years, really resonating with people by celebrating exactly what makes travel so meaningful – those raw, heartfelt moments that stay with us.

“Evolving the platform was the natural next step, allowing us to build on that connection and bring in more of those real moments from real travellers. It’s these moments that we know will keep the campaign so relatable and memorable.”

Tourism and Events Queensland CEO Craig Davidson said tapping into unforgettable holiday experiences was a great way to showcase the Sunshine Coast.

“Sunshine Moments encourages us to reflect on the things we’ve seen, felt and loved while spending time on the Sunshine Coast and puts out the call for those who haven’t yet visited to book a trip,” he said.

“I’m delighted to see this campaign resonating with audiences and drawing people to visit this beautiful part of Queensland. The playful Sunshine Sickie competition element is a unique and fun proposition that is sure to appeal to those who are seeking a chance to reset and unwind in one of the most picturesque parts of the state.”

Campaign video examples:
Office Password - https://www.youtube.com/watch?v=GdBYuP1vBaM
Bad Hair Days - https://www.youtube.com/watch?v=XcqkiA3cI7w
5 more Minutes - https://www.youtube.com/watch?v=jBB7blKZk2k