Visit Sunshine Coast relaunches ‘Sunshine Moments’ with cheeky ‘Sunshine Sickie’ twist

The Sunshine Coast is pitching itself as the antidote to burnout with a cheeky new tourism push, relaunching its “Sunshine Moments” platform with a bold ‘Sunshine Sickie’ twist.

Developed by BCM and IVY PR, the campaign reprises the original “What will your Sunshine Moment be?” platform with nine 15-second spots featuring playful headlines and refreshed imagery. Media spans TV on-demand, YouTube, Google, Meta, TikTok and billboards across Sydney and Melbourne, alongside push into New Zealand.

“The Sunshine Coast isn't just a place – it's a feeling, a moment,” Kelly Ryan, head of marketing at Visit Sunshine Coast, said. “Whether it’s relaxation, playfulness or discovery, these moments are real and deeply authentic and it’s sure to strike a chord with visitors from across Queensland, NSW, Victoria and New Zealand.”

To generate earned buzz, the relaunch adds a “Sunshine Sickie” promotion inviting Australians and New Zealanders to apply for an all-expenses paid 48-hour break on the Sunshine Coast. Ten winners will have just 12 hours to pack before departure – with Visit Sunshine Coast CEO Matt Stoeckel even calling their boss to excuse them.

The stunt leans on new research showing 61% of Australian employees report work-related burnout, well above the global average of 48%, and seven in 10 Australians admitted to taking at least one “sickie” last year to manage stress.

“With wellness so deeply embedded in the Visit Sunshine Coast brand, we wanted to tackle burnout in a playful yet impactful way,” said IVY PR creative lead Emma Bedsor. “Using the Aussie notion of ‘chucking a sickie’ felt like the perfect bold move – a fun reminder to prioritise rest and embrace the kind of relaxation the region is known for.”

BCM head of account management Damien Musgrave said the campaign’s strength lay in its relatability. “Evolving the platform was the natural next step, allowing us to bring in more of those real moments from real travellers.”

The “Sunshine Sickie” competition runs until 11 September.