BrandMAX: Tourism Queensland positive about 'Best Job' follow-up

The tourism body for Queensland, Australia, is bullish that its new 'Million Dollar Memo' campaign, which targets the incentive travel market, will outstrip previous marketing efforts to attract consumers and business to the area.

Tourism Queensland: 'best job in the world' campaign
Tourism Queensland: 'best job in the world' campaign

The new campaign, created by Sapient Nitro, follows on from the 'Best Job in the World' activity, which encouraged consumers to apply for the job of "caretaker" on Hamilton Island in the Great Barrier Reef, Australia. More than 34,000 video applications were submitted from 194 countries.

Speaking at today's BrandMAX conference in London today Steve McRoberts, executive director of marketing, Tourism Queensland, said the new 'Million Dollar Memo' campaign is set to bring in $330m worth of Australian dollars into Queensland in the next 12 months from the Asian market alone, which is where the campaign is primarily targeted.

The campaign invited companies and workplaces to compete for a million Australian dollars' worth of travel experiences to Queensland, tailored to the winning company, which had to demonstrate why it is a "great place to work".

McRoberts said: "We're spending $6m dollars over four years, targeting the incentive business category, and we've already cracked it.

"An incentive business in Indonesia, ADR, have won the million dollar memo – a million dollars worth of incentive travel in Queensland.

"ADR has already committed 100 of its top executives from 70 countries to come to Queensland."

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign
Shares0
Share

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published