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Tourism Queensland rolls out million-dollar incentive campaign
Karen Yue, reporting for TTGmice, Singapore, March 18, 2011

TARGETING the incentive market, Tourism Queensland has launched a Million Dollar Memo campaign, offering companies across the world a chance to compete for A$1 million (US$992,700) worth of travel experiences in Queensland.


Tourism Queensland CEO, Anthony Hayes, said the campaign was the consumer element of a five-year Global Incentive strategy.


“Tourism Queensland aims to re-engage with this sector, as incentive travel represents a high value market, with incentive travellers spending around 2.5 times more per day than international visitors.”


The competition consists of three phases and applicants must first create a 60-second video that shows what makes their company a special workplace and why they think Queensland is the best incentive destination. Entries must be submitted at by May 1.


To ensure that incentive capabilities will be showcased, the winner will have to engage a Queensland-based DMC to plan and execute the programme and use not more than 20 per cent of the prize on airfares.


Tourism Queensland spokesperson in Singapore, Christina Leong, said: “The company can use it for a single incentive trip or several separate ones, considering how most companies will not completely shut down operations for a retreat.”


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