Top Story

Home >> Digital >> Article

Tourism Queensland and SapientNitro issues Million Dollar Memo

08-April-2011
Font Size   16
Tourism Queensland and SapientNitro issues Million Dollar Memo

Tourism Queensland and SapientNitro have announced the launch of Tourism Queensland’s latest global marketing campaign, Million Dollar Memo. The campaign pits businesses head to head to compete for the ultimate reward: an AUD $1 million custom travel package to Queensland, Australia.

Businesses worldwide were issued the challenge to compete with other workplace teams to win a five-star adventure travel experience to Queensland destinations such as the Great Barrier Reef, the Whitsundays, and the Gold and Sunshine Coasts. The website www.milliondollarmemo.com allows workplace participants to upload a video to tell Tourism Queensland why their organization deserves to win AUD $1 million worth of unique travel experiences in majestic Queensland.
Million Dollar Memo is part of Tourism Queensland’s four-year global campaign, valued at AUD $6.9 million, to put Queensland on the map as one of the world’s top incentive travel destinations. It aims to further assist the State’s tourism industry following the recent natural disasters in the region.

“Not only is this campaign going to be a great boost for the Queensland Tourism industry, but we’re also telling the business world that beautiful Queensland is open to visitors,” said Tourism Queensland CEO Anthony Hayes.
Entrants need to create an entertaining 60-second video that demonstrates why their business deserves to win, and why they think Queensland is the ultimate reward for their staff. The contest, which closes on May 1, is open to any company or workplace worldwide with a minimum of three employees.

“Corporate reward holidays are big business, with incentive travellers spending approximately 2.5 times more than regular visitors,” said Paul Bennett, national managing director for SapientNitro in Australia. “Working closely with Tourism Queensland, we wanted to devise a creative business solution that was engaging and that delivered enthusiasm for Queensland as a fantastic destination for the lucrative incentive travel market.”

The memo and website will be complemented with a range of offline and online promotions, including a print and LinkedIn media buy, social media marketing, 55,000 branded coffee cups, and entertaining stunts in some of the world’s busiest business districts and commuter locations, including London, Los Angeles, Munich, Shanghai, and Taipei.

Bennett continues, “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 Million Dollar Memo campaign will consist of three phases: a Top 50 short-list, a Final 20 list, and culminate with a representative from the final 20 companies travelling to Queensland to compete in an Incentive Challenge, to be held in various locations throughout the State beginning August 23.

Website visitors can also vote for their favourite entries, with three wild card spots open in the Final 20 list.  The ultimate winner will be announced on August 31.

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Guest Column: The CEO of Worldwide Media takes us through the notable trends and exciting developments in the media & entertainment space

Aaj Tak announces a thought provoking brand campaign where the launch platform includes first ever News Roadblock on Aaj Tak Prime Time