100,000 reasons to shine with a new Australian tourism campaign

A new social media campaign by Queensland looks
to encourage more British tourists to Australia.

Following on from the highly successful Best Job in the World promotion in 2009 could be a little tough, but the sunny state of Queensland has launched a new campaign to attract more UK tourists by offering the ultimate Queensland holiday worth up to $100,000.

In a massive social media campaign, one lucky holidaymaker and up to nine friends will win Tourism Queensland's biggest ever holiday prize - an ultimate Queensland holiday worth up to $100,000, Queensland Tourism Minister Peter Lawlor announced yesterday in London.

"Passport to Shine is a unique global social media campaign which provides Facebook users in Australia and across the world with a virtual passport which they can fill with Queensland experiences to be in the draw to win an ultimate Queensland holiday worth up to $100,000," Mr Lawlor said.

"Passport to Shine celebrates Tourism Queensland's new global brand, Queensland, Where Australia Shines, by telling Facebook users the world over that Queensland is where they can have an unforgettable Australian holiday experience and 'find their shine',” he said.

Queensland hopes the campaign will highlight adventures for British tourists in the sunny state, from snorkeling the Great Barrier Reef to sailing around Queensland’s islands or mustering cattle in the outback. All tourists to Australia, unless they have Australian or New Zealand passports, must have an Australian Tourist Visa. The most popular of these visas for short tourism visits to Australia is the ETA Visa, as it can be applied for quickly and easily online, removing the need to send in passports or paperwork.

The campaign will run until 22 November and is the first global campaign activity in the roll-out of Tourism Queensland's landmark new tourism campaign, Queensland, Where Australia Shines.

Initially, entrants in Passport to Shine will initially be able to choose a favourite Queensland experience from eight available to place in their passports.

As the campaign progresses, additional Queensland experiences will be released and each time an entrant adds a new experience, the value of their prize doubles - from $25,000, then to $50,000 and, finally, up to the maximum of $100,000.

By choosing a total of three experiences by the end of the campaign, users will be eligible for the ultimate $100,000 Queensland holiday experience. Up to 10 people can share this holiday and they will be able to experience incredible shining moments in Queensland though an itinerary designed by Tourism Queensland.

You can enter the competition via www.facebook.com/visitqueensland.

The competition will close on 22 November, and the winner will be drawn and contacted by the end of that month, Mr Lawlor said.

- Stephanie Bradley is Content and Communications Editor for the Australian Visa Bureau.