My friends went to XXXX Island and all I got was this lousy media release.
We’d love to have been one of the select group of media who were invited to preview the island over the last few days to give you a first hand account of the major marketing campaign that you won’t be able to avoid over the next three years, but we didn’t score an invite. Was it something we said?
Then again, Pumpkin Island (it’s real name) is magnificent, as is the entire Capricorn region. It’s a tropical island and you’re spending time with the mates of your choosing. And it’s free. It would take someone truly inept to mess that up. We probably didn’t really need a free junket to know that only likely downside would be they only serve XXXX Gold. Then again, you can only win a trip if you drink XXXX Gold, so the fact that they only serve free XXXX Gold is hardly a downside.
Anyway, XXXX Island is open. Send us a postcard. [MK]
MATES ONLY ISLAND OFFICIALLY OPENS
First guests come ashore to experience XXXX Island ‘good life’
Thursday, 4 October, 2012 – After months of anticipation, XXXX GOLD – Australia’s number one beer – today welcomed its first guests ashore on XXXX Island.
Six lucky winners from across Australia, along with three of their mates, will be treated to a weekend of what XXXX GOLD terms the ‘good life’ – a spot of fishing, a friendly game of touch footy, or a relaxed afternoon playing cards while a pulley system delivers a can of icy cold beer direct to the ‘Punter’s Pavilion’.
Anna McMillan, XXXX Marketing Manager, said: “Like all of our XXXX GOLD drinkers, we’ve been eagerly awaiting XXXX Island’s official opening since we announced we’d acquired it back in March.
“In the last six months, we’ve been working to ensure every part of the island – from our custom-built bar with the best views of the Southern Great Barrier Reef to the one-hole golf course– will truly solidify XXXX Island as the ultimate destination for mates’ trips away,” McMillan said.
XXXX Island features the creature comforts you’d expect on an island brought to you by XXXX GOLD, including specially fitted-out cabins such as the fishing shack, the footy shack and the larger-than-life campground; a man-cave filled with bits and pieces to keep guests busy; and other small ingenious touches including a fishing lure vending machine and keg cookers to grill up the catch of the day.
In the works is the island’s very own custom-built ‘loo with a view,’ a toilet positioned on one of the highest points of the island to ensure users can enjoy all of its scenic glory whilst on the so-called ‘throne’.
“This is not Club Med – it’s more Club Shed. We’re not offering up a five star resort, but rather one of the most perfect places on earth to simply kick back with nature and enjoy a beer with your mates,” McMillan said.
Managing the island experience for the 24 guests each weekend will be a team of four staff, chosen from applicants across the country. Keeping them company will be Spinner, the XXXX Island dog, recently fostered from the Animal Welfare League of Queensland and now happily in the care of XXXX Island managers, Mel and Mark.
“Whilst our first guests start to arrive today, there are still multiple ways to get to XXXX Island with three of your best mates over the next few years,” said McMillan.
Jules Lund, destination expert and one of the XXXX Island ambassadors, said: “I’ve been to a lot of places in Australia and can safely say XXXX Island is hands-down the ultimate destination for mates’ trips away.
“If there’s one thing I’m telling my mates about in the coming months, it’s how they can get themselves to XXXX Island,” added Lund.
The opening of XXXX Island will be supported by the launch of a new television campaign, outdoor and digital media, network integration, national events activation, on-pack and on-premise promotions, public relations and radio.
About XXXX GOLD
XXXX GOLD was first launched in 1990 and at 3.5% alcohol by volume is Australia’s biggest selling beer. For more than two decades, XXXX GOLD has been a supporter of both sport and the community across Australia. In 2007, XXXX GOLD unveiled the XXXX GOLD Beach Cricket Series, bringing some of the world’s best former cricketers to Australian beaches to compete in custom built stadiums. Supporting XXXX GOLD are also the XXXX Angels and XXXX GOLD Retreat, appearing at towns and events around the country.