March 15th, 2012
Click here to download full media release
Thursday 15th March, 2012 – Fast becoming Australia’s favourite beer, XXXX GOLD will today announce it has acquired the Southern Great Barrier Reef’s Pumpkin Island for the next few years with the island to now be known as ‘XXXX Island’.
Designed to be the ultimate destination for mates’ (both male and female) trips away, XXXX Island will offer Aussies the chance to experience what XXXX GOLD terms the ‘good life’ – a relaxing few days where you can do as little, or as much, as you want with activities including fishing, touch footy, beach cricket, swimming in the ocean or simply barbecuing the catch of the day with a beer in hand.
Anna McMillan, XXXX Marketing Manager said the XXXX Island concept was created to inspire Aussie mates to get together for some genuine ‘mates time’: “Really busy lives, often juggling family and work commitments is ever present. We wanted to create something larger than life, something that gave Aussies the chance to get away and hang out with their mates. We know this beautiful island on the Capricorn Coast will do just that.”
Mary Carroll, CEO of Capricorn Enterprise said the XXXX Island campaign was a fantastic, innovative way of destination marketing.
“The XXXX Island campaign is a marketing opportunity we could never have created on our own. With such scale behind it, we believe it has the potential to attract people to the area who would not normally have ventured to this part of Queensland or even be aware of what we have to offer on the Southern Great Barrier Reef,” said Carroll.
On hand to help XXXX GOLD create and build the ultimate destination for Aussie mates is the XXXX Island team of ambassadors, some of Australia’s best known sporting stars and personalities, who will be revealed today at concurrent announcement events in Sydney and Brisbane.
“It’s awesome to be a part of this fantastic campaign. I’ve been there and as far as islands go, it’s just about perfect. I’m looking forward to working with this great group of ambassadors to help tell Aussies how they have a chance to get themselves to XXXX Island,” said Lund.
Wayne Rumble and Laureth Craggs, owners of Pumpkin believe the team at XXXX GOLD will be excellent custodians of the island over the next few years.
“It was fundamental that we protected the island’s integrity and what we have built and established on the island over the last few years and for the future.
“We believe this is a great opportunity for the island that will not only bring more people to the area but will provide additional jobs and support the local community over the coming months and beyond,” said Rumble.
Before it officially opens in October, the team behind XXXX Island will be asking Aussies to share their thoughts via the website on what would truly make the island the ultimate destination for those who love the good life. Those Aussies with the best ideas will be in the running to earn a trip for them and three mates to the island valued at $10,000.
Additional chances to win will also be available via on-pack and on-premise promotions, through the XXXX GOLD Retreat and through a variety of other competitions.
The XXXX Island campaign will be supported across multiple touch points including TV advertising and in-program integration, online, social media, PR as well as through on-pack and on-premise promotions nationally.
For more information go to www.xxxxisland.com.au
