Queensland rolls out million dollar campaign

Queensland rolls out million dollar campaign

Businesses around the world will go head to head for a $1 million Queensland travel package in Tourism Queensland’s latest global marketing campaign, Premier Anna Bligh has revealed.

The Premier said companies and workplaces around the globe would vie for the opportunity to win a luxury Queensland reward as part of the Million Dollar Memo campaign.

Domestic and international businesses were this morning issued with a global challenge, in the form of a memo, to compete in the promotion and secure five-star and adventure travel experiences at a range of leading Queensland destinations including the Tropical North, the Whitsundays and the Gold and Sunshine Coasts.

Every year companies invest billions of dollars in corporate reward holidays for their staff, Ms Bligh said.

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

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The Premier said entrants need to create an entertaining 60 second video that shows what makes their company great - and why they think Queensland is the ultimate reward for their staff.

Whether its awe-inspiring adventure, relaxation on tropical islands and beaches, up-close encounters with some of Queensland’s unique wildlife, or simple enjoyment of the laid back Queensland lifestyle, Tourism Queensland will tailor the experience for the winning company.

Minister for Tourism, Manufacturing and Small Business Jan Jarratt said the four-year global campaign, valued at $6.9 million, follows the Best Job in the World promotion and aims to position Queensland as one of the world?s leading destinations for the lucrative travel incentive market.

In the 12 months to September 2010, 1.7 million Australian and international visitors undertook an incentive experience in Australia and spent over $1 billion, Ms Jarratt said.

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

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.

It doesn’t matter if you have 3000 employees or just three the Million Dollar Memo applies to companies and workplaces throughout Australia and around the world.

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.

Ms Jarratt said the global promotion, which has been in the planning stages for 18 months, would further assist the State?s tourism industry following recent natural disasters. The $6.9 million campaign will include $4.4 million in Tourism Queensland funding and $2.5 million in partner contributions to be rolled out to 2013.

The Million Dollar Memo is open to anyone from any organisation, company, business or workplace in any country and will run from 18 March until 1 May.

The competition will consist of three phases; a Top 50 short-list, a Final 20 list and an Incentive Challenge which will see a representative of the final 20 companies travel to Queensland to compete in an Incentive Challenge to be held in unique locations throughout the State from August 23.

Tourism Queensland CEO Anthony Hayes said representatives would take part in a range of luxury activities and be judged on personality, team work and a range of other criteria.

Anyone can also vote for their favourite video entry in a People’s Choice - via the website, Mr Hayes said.

The Top five ‘People’s Choice’ entries will go through to the Top 50 with Tourism Queensland shortlisting a further 45 entries to complete the Top 50 which will be announced on 1 June, 2011.

Website visitors can then vote again for their favourite entries, with three Wild Card spots open in the Final 20 list. Tourism Queensland will select a further 17 entries for the Final 20 list, which will be announced on 6 July. The winner will be announced on August 31.

The Million Dollar Memo campaign is proudly supported by Virgin Blue, Etihad Airways, Gold Coast Convention Bureau, Business Events Sunshine Coast, Tourism Whitsundays Convention Bureau and Business Events Cairns & Great Barrier Reef. Mackay Convention Bureau, Townsville Convention Bureau, Brisbane Marketing Convention Bureau are also supporting partners.