Twenty finalists from 11 countries and regions have converged on Queensland to battle it out for AUD$1 million in Queensland incentive travel experiences in the Million Dollar Memo campaign.
Minister for Tourism, Manufacturing and Small Business Jan Jarratt said it was "game on" for the first day of competition on the Gold Coast.
"Over the next eight days finalists will be under the microscope of our expert panel as they go head-to-head in a series of challenges set in some of our most stunning incentive destinations including the Gold Coast, Sunshine Coast, Whitsundays and Tropical North Queensland," Ms Jarratt said.
"Only one company can win, but at the end of this incredible experience we want all entrants to go back to their home countries and tell everyone in their business circles that Queensland is the best destination for companies to reward staff.
"This is an amazing prize and understandably the stakes are high, so we expect competition to be fierce over the next week as companies vie for the ultimate AUD$1 million in Queensland incentive travel experiences."
Tourism Queensland CEO Anthony Hayes said the incentive travel market was a lucrative area, with incentive travellers spending more than $300 million per year in Queensland.
"The Million Dollar Memo campaign aims to grow this figure by backing up Tourism Queensland's five-year incentive strategy," he said.
"Ultimately our aim is to position Queensland as the top incentive destination in the Asia Pacific region."
The campaign message has already reached an audience of around five million people, with marketing activity undertaken by the companies involved estimated at a media value of AUD$6 million.
Mr Hayes said the online campaign had captured the imagination of companies worldwide, with hundreds of hopefuls entering to try to win the AUD$1 million prize.
"To continue this momentum, an international media contingent of more than 30 is also in Queensland to follow the Million Dollar Memo finalists during the campaign," Mr Hayes said.
"They will broadcast their experiences and images of Queensland to a global audience of millions.
"Word of mouth is one of the best forms of promotion and for the next week the 20 entrants involved in Million Dollar Memo will act as Queensland ambassadors, broadcasting their experiences through all their business and personal networks.
"This will be amazing publicity for Queensland."
The Final 20 included three chosen by popular vote which were ASUS Design Centre (Taiwan), XinMedia (Taiwan), Yahoo! Taiwan (Taiwan) and 17 chosen by Tourism Queensland, including ADR Group of Companies (Indonesia), Base Architecture (Queensland, Australia), Beijing Huayuan Int'l Travel (China), Boomerang Reisen GmbH (Germany), COM2US Corp (Korea), Datamatics (India), DéLonghi (New South Wales, Australia), Hong Leong Assurance Berhad (Malaysia), Lend Lease (Queensland, Australia), Mary Kay Cosmetics (Victoria, Australia), Peoplebank (New South Wales, Australia), Procter & Gamble (Taiwan), Reading Room (United Kingdom), Samsung Card (Korea), Sparkloft Media (United States), Vero Insurance NZ Ltd (New Zealand), Wood Group Integrity Management (Western Australia, Australia).
The Million Dollar Memo campaign is proudly supported by Virgin Australia, 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.
To follow Tourism Queensland's Million Dollar Memo campaign, learn more about the finalists and grab images of Queensland visit - www.milliondollarmemo.com
(Source: Travmedia.com August 2011)
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