Case Study: Digital Strategy & App Development 

Gold Coast Traveller App

Our Role

Blirt we're part of a team of 3 firms appointed to develop the new Gold Coast Traveller App. 

Our role was primarily to the lead the strategic & creative thinking, establishing the framework for the user experience and work with the design team to implement an evolutionary design interface.



Over 11 million people visited the Gold Coast in 2012.  Two key trends were highlighted; multi-screen usage was on the rise,  digital platforms were being used heavily for in-market and out-of-market usage.  

Gold Coast Tourism embarked on a mobile first strategy to meet the demands of the 21st century traveller.

The goal was to support, inspire, and help the traveller plan and finally experience the hidden gems on the Gold Coast.

A world wide review of best in class approaches identified opportunities to connect social media, value offers from retailers, GPS mapping for improved city navigation and augmented reality for a true mobile tourism experience. 


Target Audience

The primary audience was the Gold Coast Drive market - SEQ or NSW residents who are within 1 - 3 hrs drive.  Secondary to this audience was the interstate visitor, the international tour group and then the Meetings & Incentives market


Strategic Objectives

1. Drive interest in tourism assets on the Gold Coast beyond just theme parks and beaches 

2. Through increased interest; extend stays or frequency of purchasing to drive value to tourism organisations on the Gold Coast.


Key Features

We created the following features to achieve the strategic objectives:


1. Inspire Feed

Users have the ability to share their unique Gold Coast holiday experience by uploading images via the Gold Coast Traveller app Inspire Feed.  Using Facebook as the social media backbone we were able to create a social community within the app.  Thousands of images have been shared across Facebook. These images are of unique, individualised experiences, highly relevant to the user and the user's social network. 

Using GPS technology we linked user images to map locations & tourism member attractions. This delivered a simple way for others to discover more. 


2. GC Lens

Using augmented reality, we created a virtual concierge experience allowing Gold Coast visitors to see and discover tourism attractions by simply holding up their phone or tablet and pointing the camera to their surroundings. This achieved the objective of identifying new places to visit.


3. Show & Save Offers

Retail offers are delivered to the app user according to the GPS location. Users display the offer on screen to the retailer for redemption. Retailers receive full detailed analytics of viewed and redeemed offers. 


4. Listings

Listings incorporate the most comprehensive set of listing data available in Australia for tourism assets on the Gold Coast.  

For the best user experience we served the data in three ways; List View, Map View and GC Lens (suggestion mode).  

Listing data is driven via the Australian Tourism Data Warehouse which allows tourism member updating of images, details or attraction descriptions. Tourism operators can have updated information in the hands of app users within a 12 hour period. Listings cover local attractions and events, accommodation, dining, hotspots, beaches, tours, public transport and flight information. 


5. Favourites

App users have the ability to 'Favourite' any listing, social media post or location and to see this in a personalised section of the app in order to plan their holiday even better. 


6. Find My Friends

The app allows users to create a unique group code to share with friends and family also using the app. This feature was particularly effective for the M.I.C.E. market (meetings, incentives, conventions and exhibitions). 


7. Locate My Vehicle

Using GPS technology the app provided the drive market with a simple and very handy feature to record the location of their vehicle in an unfamiliar city. 

Other features include push notification, ticket purchasing & visitor centre customer support. 


Content Rich

The Gold Coast Traveller App contains over 2,000 photos of the Gold Coast, 900 listings from tourism operators, approx. 3,600 tour operator images, 150 member youtube videos, and approx. 100 holiday deals shown every month to cater to the out-of-market and in-market consumer. 



1.   35,000 downloads in 60 days

2.  Achieved #5 ranking in the iTunes App Store in Travel & Tourism


Get The App



User Experience & Strategy
Adam Mesaric (Phyd Creative) & Stuart Leo (Blirt)

User Interface & Design
Adam Mesaric (Phyd Creative) 
Nathanael Weir (Phyd Creative) 


Project Management
Stuart Leo, Tenielle Stoltenkamp (Blirt)
Adam Mesaric (Phyd Creative) 


User Testing 
Phyd Creative, Blirt & Gold Coast Tourism


Technical Development
WDD Online


Take A Tour

Inspire Feed

1. Connect Facebook account to app

2. Capture photograph and share via Inspire Feed

3. Browse other Inspire Feeds, click on a user's photo to see connectivity to map and/or listing data connected to GPS location

4. Favourite listing by selecting 'Heart' icon and review in 'Favourites' section on right hand menu (smartphone only)


Find Something To Do

1. In the left hand menu, select 'Things to Do'. 

2. If on the Gold Coast, use GC Lens to see attractions, if not, use map to navigate to attractions. 


Find An Event

1. Select 'Events' from the left hand menu

2. Select category or 'View All'

3. Go to event listing, visit event website or contact event organisers via the app and book your Gold Coast Holiday!

Client Feedback

“This is a great promotion and conversion tool for the Gold Coast tourism industry, it looks to be streets ahead of any other destination App in Australia and certainly as good as anything internationally.

It is an excellent example of Gold Coast leading the way with the product created by Gold Coast Tourism and developed by Burleigh company Phyd Creative in partnership with Varsity Lakes agency Blirt!”

Mayor Tom Tate - City of Gold Coast


Customer Reviews

Awesome by nataliegirl88 on Thursday, October 10 2013

Super helpful finding our way around the city and finding great things to do, love the offers section with all the discount deals!! Easy to navigate thru even with lots of menus, etc. x

Awesome! Made the trip an absolute dream by DeanGfamilytrip on Monday, September 16 2013

First time to the Gold Coast and the app made it so easy to plan activities and keep the kids occupied! Loved the deals section!!! Can't wait to come again!!!!!!!