Tourism Queensland announces top 20 in Million Dollar Memo campaign, values publicity at over $12m

Tourism Queensland has shortlisted 20 companies from 11 countries who are in the running to win $1 million in incentive Queensland travel as part of its Million Dollar Memo campaign.

Jan Jarratt, Queensland minister for tourism, small business and manufacturing said the publicity was worth over $12 million.

“To date we’ve had 779,000 visits to and 2.7 million page views and the campaign has generated over $12 million worth of publicity for Queensland around the world thus far with much more to come.”  she said.

Jarratt valued the marketing activity undertaken by companies to promote their entry at $6 million.

Among the finalists is Yahoo Taiwan, digital creative agency Reading Room in the UK and Procter and Gamble Taiwan.

Reading Room’s entry video:

Businesses around the world were invited to enter the competition in March through the submission of a video on why their company was a good place to work and why Queensland was the ultimate reward destination.

A top 70 list was announced in June, determined by a public vote and Tourism Queensland.

Representatives from the final 20 companies will be flown to Queensland late next month to compete in an eight-day challenge to determine the winner of the final prize.

Tourism Queensland CEO Anthony Hayes said campaign information had been distributed via numerous channels including company websites, intranets, facebook pages, twitter feeds, email signatures, direct mails to customer and supplier databases, on hold messages, cinemas ads, outdoor billboards, online banner ads, and other activities.


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