In April, it was announced that Tourism Australia would be working with GoPro and professional extreme athletes to showcase the Gold Coast at its best.
This work has taken the form of popular athletes who do tricks on bikes and skateboards, among other things while recording themselves with the GoPros supplied by Tourism Australia and posting their antics to the tourism operator's social media accounts, as well as promoting the videos through their own channels.
Gold Coast Bulletin has reported on the first of these filming days, that has seen England's world champion freeride mountain biker Sam Pilgrim tweeting about surfing in this beautiful coastal area of Australia.
He's also been keen to share the things he's seen as a tourist away from the water, including getting up close to a kangaroo.
One of the tweets Sam sent after he arrived at the Gold Coast yesterday (10th May) said: "Got in the ocean today here on the Gold Coast! Board shorts surfing is the best!"
Of course, he isn't the only person who has travelled to Australia for this GoPro event, as Canadian professional BMX rider Drew Bezanson has been checking out the waterfalls in the Gold Coast.
He's been partnered by another BMX rider Mike Escamilla, who also happens to double as a stuntman. Drew tweeted: "Epic first day exploring @Australia on @GoPro athlete summit with @MikeEscamilla #seeAustralia #gopro."
Inviting extreme athlete professionals to events and having them take videos to promote products is a really good way to get target audiences engaged with marketing campaigns.
Tourism Australia is running this project alongside its aquatic and coastal promotion of the country to influence an uptick in the amount of tourists who come to the country for these experiences.
Red Bull has done something similar in one of its previous campaigns, by giving its Twitter account to X Games athletes.
By doing the same thing with its GoPro summit Tourism Australia hopes to reach a younger, and more adventurous group of potential visitors.
