BCM collaborated with the Sunshine Coast Tourism Board to launch a groundbreaking campaign that highlights the region’s commitment to sustainability. As the only coastline in Australia with “Sun” in its name, we tapped into the Sunshine Coast’s most valuable asset—its sunshine—to power the entire campaign using solar energy, from production to promotion.
To demonstrate the Sunshine Coast’s eco-credentials through the creation of the world’s first entirely solar-powered tourism campaign.
2024
Griffith University
OVERVIEW
Leading the way in sustainable tourism
The Sunshine Coast has long been a top destination for travellers, renowned for its natural beauty and pristine beaches. As eco-friendly travel becomes increasingly important, the Sunshine Coast Tourism Board aimed to position itself as a leader in sustainable tourism.
We crafted a campaign that harnessed the region’s natural resources and communicated its commitment to the environment, all while inspiring travellers to find their “Sunshine Moment”.
THE CHALLENGE
Powering a tourism campaign with the sun
In a competitive travel market, sustainability is now a key driver for many tourists. Our challenge was to create a campaign that not only showcased the Sunshine Coast as an idyllic holiday destination but also communicated its pioneering efforts in eco-friendly tourism.
The goal was to lead by example, proving that luxury and sustainability can coexist.
THE INSIGHT
Harnessing sunshine for a brighter future
With over 300 days of sunshine every year, the Sunshine Coast was the perfect candidate to pioneer the world’s first solar-powered tourism campaign.
We capitalised on the natural abundance of sunlight, using solar energy to power every element of production, from the camera equipment and lighting to the drones and make-up stations.
This bold move reinforced the Sunshine Coast’s dedication to eco-tourism while demonstrating that sustainability and innovation go hand in hand.
OUR APPROACH
Innovating at the intersection of sustainability and travel
BCM’s approach was to design a campaign that seamlessly integrated sustainability into the storytelling. We emphasised the Sunshine Coast’s environmental stewardship, showcasing the destination’s natural beauty while focusing on its eco-friendly initiatives.
The use of solar power not only drove the production but also became the cornerstone of the messaging, demonstrating that the Sunshine Coast is leading the way in green tourism.
The campaign’s vibrant visuals captured the region’s stunning landscapes while underscoring its commitment to preserving them for future generations.
CAPABILITIES
What we did
Creative Direction & Concept Development
We collaborated with the Sunshine Coast Tourism Board to design a concept celebrating the region’s beauty and sustainability, with solar power as the central theme of the campaign.
Solar-Powered Content Production
Our team captured real Queenslanders in everyday moments of returning containers, bringing authenticity and relatability to the campaign.
Multimedia Content Production
BCM produced high-impact visuals, video content, and digital assets. The campaign spanned social media, web, and out-of-home channels, driving engagement with eco-conscious travellers.
