Campaign-specific Sunshine Coast resort imagery targets Chinese market

It’s always fun creating tourism imagery with a specific marketing campaign, such as this collection of photographs for Rumba Beach Resort on Queensland’s stunning Sunshine Coast.

Australian hoteliers and resort operators are looking more and more to capitalise on the growing Chinese tourism market.

This Rumba Beach Resort series was commissioned to target a "Chinese tourist" market niche, in particular aiming at honeymooners or couples, with the images almost exclusively to be used in promotional materials within China to showcase the resort’s rooms and amenities - including the great dining options and beach virtually on its doorstep.

The brief was for an aspirational and modern, casual yet classy mood with the dawn-to-dusk shoot involving two southeast Queensland models of Chinese heritage, a hair-and-makeup artist and several wardrobe changes to convey the impression of an extended stay.

Rumba Beach Resort, Caloundra.

Rumba Beach Resort, Caloundra.

The Caloundra resort’s director Bill Darby later described the experience as "first class".

"Every detail of this complicated shoot, right through to delivery, has been a pleasure,” he said.

In all honesty, Bill, the pleasure was all mine.

Rumba is a fantastic resort and your staff were very accommodating - I’m sure your guests must all have a wonderful time.