Home Of The Arts
Just like our endless sunshine and world-class surf breaks, the Gold Coast’s emerging art and cultural scene deserves its share of the spotlight. But how do we gain recognition beyond our borders, competing with neighbouring states where art and culture are already ingrained in their DNA? That was the challenge set by HOTA, home to the largest gallery outside any Australian capital city.
The Challenge
We’re cultured, too. When you think of the Gold Coast, you’ll probably picture our vast stretch of sandy coastline, or our thrilling theme parks. But we’re so much more than that. Just like our neighbours in New South Wales and Melbourne, we’re cultured too. Let’s make it known.
The Outcome
It all starts with an idea. By associating the Home Of The Arts with what the Gold Coast is renowned for, like our exceptional weather and beaches, we create a connection, influencing our audiences to develop the same emotional connection for HOTA as your typical GC holiday. This is an approach in behavioural psychology known as paired association, often used in advertising. Come for the sunshine. Stay for the art. We also had to ensure that we could speak to their wants and needs in a way that truly resonates. There was also the added bonus that we could adapt the messages to speak broadly in the awareness phase, and become more HOTA-specific in the engagement and conversion phases, promoting upcoming major exhibitions and the City Collection. Check it out below.
