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BRAND CAMPAIGN NEWS: Tourism Queensland sends a 'Million dollar memo'

Australian destination management organisation, Tourism Queensland, has launched a new marketing campaign that encourages businesses around the world to compete for a five-star adventure travel experience to Queensland.

The ‘Million dollar memo’ campaign, developed together with integrated marketing and technology services firm, SapientNitro, invites companies to create an entertaining 60-second video that demonstrates why their business deserves to win the prize, and why they think Queensland is the ultimate reward for their staff. The videos will be uploaded on a dedicated website, which will be also used by visitors to vote for their favourite entries.

The new marketing initiative is part of Tourism Queensland’s four-year global campaign, aimed to position Queensland as one of the world’s top incentive travel destinations as well as to assist the country’s tourism industry.

The ‘Million dollar memo’ will be promoted via social media, on and offline promotions and ‘entertaining stunts’ in business districts worldwide.

Paul Bennett, national managing director for SapientNitro in Australia, said, “Corporate reward holidays are big business, with incentive travelers spending approximately 2.5 times more than regular visitors. This new campaign delivers a unique contest experience across multiple platforms on a global scale, while showcasing all Queensland has to offer and tapping into businesses’ competitive spirit to spark creative, teamwork-driven entries.”

The representatives of the final 20 companies will be travelling to Queensland to compete in an incentive challenge, held in various locations throughout the country. The entries can be voted by Internet users through the competition website. The ultimate winner will be announced on August 31.