Customer stories
Gold Coast Tourism
Context
Over 11 million people visited the Gold Coast in 2012.
Two key trends were highlighted; multi-screen usage was on the rise, digital platforms were being used heavily for in-market and out-of-market usage.
Gold Coast Tourism embarked on a mobile first strategy to meet the demands of the 21st century traveller.
The goal was to support, inspire, and help the traveller plan and finally experience the hidden gems on the Gold Coast. A world wide review of best in class approaches identified opportunities to connect social media, value offers from retailers, GPS mapping for improved city navigation and augmented reality for a true mobile tourism experience.
Target Audience
The primary audience was the Gold Coast Drive market – SEQ or NSW residents who are within 1 – 3 hrs drive.
Secondary to this audience was the interstate visitor, the international tour group and then the Meetings & Incentives market
Content Rich
The Gold Coast Traveller App contains over 2,000 photos of the Gold Coast, 900 listings from tourism operators, approx. 3,600 tour operator images, 150 member youtube videos, and approx. 100 holiday deals shown every month to cater to the out-of-market and in-market consumer.
Strategic Objectives
Blirt identified four key advantages which customers believed the brand gave them:
- Drive interest in tourism assets on the Gold Coast beyond just theme parks and beaches
- Through increased interest; extend stays or frequency of purchasing to drive value to tourism organisations on the Gold Coast.
Gold Coast Tourism Traveller App

It is an excellent example of Gold Coast leading the way with the product created by Gold Coast Tourism and developed by Burleigh company Phyd Creative in partnership with Varsity Lakes agency Blirt!”
Customer Reviews
“Super helpful finding our way around the city and finding great things to do, love the offers section with all the discount deals!! Easy to navigate thru even with lots of menus, etc. x”
by nataliegirl88 2013
“Awesome! Made the trip an absolute dream
First time to the Gold Coast and the app made it so easy to plan activities and keep the kids occupied! Loved the deals section!!! Can’t wait to come again!!!!!!!”
by DeanGfamilytrip 2013
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