TOURISM QUEENSLAND LAUNCHES $6.9M REWARDS INITIATIVE

Written on the 21 March 2011

TOURISM QUEENSLAND LAUNCHES $6.9M REWARDS INITIATIVE

QUEENSLAND Premier Anna Bligh this morning launched Tourism Queensland’s (TQ) latest campaign on the Gold Coast, offering businesses the chance to win a $1 million holiday.

TQ’s $6.9 million Million Dollar Memo campaign specifically targets the lucrative global incentive market, which in the 12 months to September 2010 generated $1 billion in visitor spend for Australia.

Speaking at the Palazzo Versace this morning, Bligh announced companies and workplaces around the globe could vie for the opportunity to win a luxury Queensland reward.

“Every year companies invest billions of dollars in corporate reward holidays for their staff,” says Bligh.

“The Million Dollar Memo challenge to businesses is simple, go to our website to tell us why your workplace deserves to win $1 million worth of unique travel experiences right here in beautiful Queensland.”

State Tourism Minister Jan Jarratt, says the global campaign follows the Best Job in the World promotion and aims to capture a larger share of the incentive tourism.

“Incentive travellers spend around 2.5 times more per day than regular visitors and approximately $334 million on their visits to Queensland each year,” says Jarratt.

“Not only is this campaign going to be a great boost for the Queensland Tourism industry we’re also telling the business world that beautiful Queensland is open to visitors.

“The global publicity generated will be enormous – with entries online and a range of promotions including global stunts and the distribution of more than 55,000 Million Dollar Memo coffee cups to coffee outlets in major cities throughout Australia.”

The Million Dollar Memo campaign has been in the planning stages for 18 months. Of the $6.9 million, TQ has funded $4.4 million with the remaining $2.5m contributed by partners including Virgin Blue.

The announcement follows the Premier’s $10 million Nothing Beats Queensland marketing blitz unveiled less than two weeks ago in response to poor publicity generated by January’s natural disasters.

The new $4.16 million TQ brand was launched in September 2010, complete with tagline Queensland, Where Australia Shines.

Together, the three marketing campaigns total almost $20 million of taxpayers’ dollars and the State Government will be under pressure to ensure the expenditure generates solid results for Queensland’s lagging tourism sector.

What’s going on with tourism on the Gold Coast? Get your edition of Gold Coast Business News April edition to read our full tourism feature – in newsagents next month.


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