Businesses around the world will go head to head for a AU$1 million (US$990,000) Queensland travel package in Tourism Queensland”s latest global marketing campaign, Premier Anna Bligh announced today.
The Premier said that companies 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 memo challenge, to compete in the promotion and secure five-star and adventure travel experiences at a range of Queensland destinations.
“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 US$1 million worth of unique travel experiences right here in beautiful Queensland.”
Entrants need to create a 60-second video that shows what makes their company special, and why they deserve a trip to Queensland.
“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,” Ms Bligh said.
Minister for Tourism, Manufacturing & Small Business, Jan Jarratt, said the four-year global campaign, valued at AU$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 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 AU$1 billion,” Ms Jarratt said.
“Incentive travellers spend around 2.5 times more per day than regular visitors and approximately AU$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 added that 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 AU$6.9 million campaign will include AU$4.4 million in Tourism Queensland funding and AU$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 23 August 2011.
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,” 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 31 August.
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.
For more information, to download the memo and submit entries go to www.milliondollarmemo.com