Following months of speculation, Tourism Queensland has finally revealed its A$6.9 million global campaign "Million Dollar Memo" designed to lure businesses to compete to win A$1 million in tailor made incentive experiences to use throughout the State.
Due to the State's flooding and cyclone disasters earlier this year, the 18 months in planning campaign was set to launch at AIME last month but was postponed and instead launched via Channel Nine's Today Show in Gold Coast's Palazzo Versace Hotel by Premier Anna Bligh.
Focussing on growing its incentives market, Ms Bligh said there was plenty of room to increase its current $334 million MICE market, who spend an average 2.5 times more than regular travellers.
"Every year companies invest billions of dollars in corporate reward holidays for their staff," Ms Bligh said.
"This is a global competition and ultimately we want to increase our incentive market not just now, but forever."
Million Dollar Memo is open to any company with 3 or more staff and requires teams to present a 1 minute video of why they think their company is a great place to work and why Queensland would be the ultimate reward destination.
With the tagline, "Did you get the Million Dollar Memo", the advertising campaign pitches Company vs Company, Brand vs Brand, Workplace vs Workplace.
Partnering with Tourism Queensland, Queensland Government, The convention bureau and Virgin Blue, the campaign comes after the State's hugely successful "Best Job in the World" marketing ploy.
"This is a very exciting moment for us, Queensland will always be the leisure capital, it's now time to broaden our tourism scope," Tourism Queensland, CEO, Anthony Hayes said.
Minister for Tourism, Manufacturing and Small Business, Jan Jarratt said the four-year global campaign aims to position Queensland as an incentive destination tapping into the lucrative 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," she said.
"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."
Million Dollar Memo is officially open to applications, and will close on May 1, with a 50 company shortlist revealed by August which will be dropped to just 20 companies and will also include a visitor vote wildcard. A representative from each of the 20 companies will visit Queensland and taken on a special incentive journey, while the final winner will be announced on August 31.
Applications will be presented online, and Mr Hayes expects the campaign, similarly to the Best Job, will go viral in countries where Tourism Queensland have no representation office.
Mr Hayes and Ms Bligh said the judging panel, which has yet to be revealed, will be focussing on finding companies which represent the "X Factor", and puts every business from small to large corporations on equal footing despite any range of amateur or professional production videos submitted.
Ms Bligh said that whilst the Best Job focussed on individual applications which may have deterred entries, Million Dollar Memo relies on a group effort which can also be used as a team building exercise.
"We expect to see some very fierce competition but a lot of fun too. People are creative and want to get involved. Subliminally of course, the message we are also sending is Queensland is open for business," Ms Bligh said.
The winning company will be given free range to design any type of incentive trip, to be used within 12 months, for any amount of staff totalling A$1 million. The budget is not expected to be taken from Queensland Government, according to Ms Bligh, as numerous tourism operators have approached the task force offering support for the campaign.
"The million dollars will be contributed by tourism operators, but quite possibly we expect very little to come from Government spending," she said.
For more information or to enter, visit www.milliondollarmemo.com
(Source: eTravelBlackboard 18th March 2011)
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