Latest campaign news brought to you by 
Experience Gold Coast and Pitchblack send influencers offline
Visitor economy agency Experience Gold Coast has partnered with Pitchblack to show what a genuine, screen-free holiday looks like.
They’ve confiscated the smartphones of three highly followed Kiwis and sent them across the ditch to experience the Gold Coast completely unplugged.
Titled ‘Gold Coast mode’, the campaign began when Rock FM host Jay Reeve, private chef Hercules Noble and lifestyle creator Annalee Kemsley took a break from the digital distractions that dominate their lives.
Free from the scroll of top 10 lists that often point travellers towards familiar hotspots, the group relied on local tips and their own curiosity to uncover the lesser-known side of The Gold Coast.
Notification-free
Armed only with a handycam, the trio vanished from social media for several days.
When they returned, they showed their followers a side of the Gold Coast far removed from the expected theme parks and rollercoasters.
Noble cooked locally caught seafood in a fine-dining restaurant, Kemsley embarked on a journey of quiet indulgence and Reeve ventured deep into the hinterland.
Back in New Zealand, Reeve brought the story full circle, sharing tales from his notification-free holiday live on air and giving listeners of The Rock the chance to win a Gold Coast getaway of their own.
Challenge outdated perceptions
Rachel Hancock, Experience Gold Coast head of visitor economy, says: “Kiwis have had a long love affair with the Gold Coast, with more than 217,000 visiting in the year ending December 2025.
“The Gold Coast has evolved in recent years, and we wanted this campaign to challenge some of the outdated perceptions people may have. From hidden hinterland experiences to world-class food and wellness offerings, ‘Gold Coast mode’ encourages Kiwis to disconnect from their feeds and reconnect with the destination in a more meaningful way.”
Campbell McLean, Pitchblack managing partner, says: “A holiday doesn’t really start until the phone goes down, but for most of us, that’s easier said than done.
“For influencers, it’s even harder. That tension is what drives this campaign, and it’s how we’ve uncovered a side of the Gold Coast that Kiwis rarely get to see.”
