Attention: All Staff

Tourism Queensland, with the help of SapientNitro, has devised a B2B travel campaign that pits businesses head to head to compete for a $1 million custom travel package to Queensland, Australia.

Entrants need to create an entertaining 60-second video that demonstrates why their business deserves to win, and why they think Queensland is the ultimate reward for their staff. The contest, which closes on May 1, is open to any company or workplace worldwide with a minimum of three employees.

The Million Dollar Memo promotion is part of Tourism Queensland’s four-year global campaign to put Queensland on the map as one of the world’s top incentive travel destinations.

“Corporate reward holidays are big business, with incentive travelers spending approximately 2.5 times more than regular visitors,” said Paul Bennett, national managing director for SapientNitro in Australia. “Working closely with Tourism Queensland, we wanted to devise a creative business solution that was engaging and that delivered enthusiasm for Queensland as a fantastic destination for the lucrative incentive travel market.”

Queensland is home to famous destinations like the Great Barrier Reef, the Whitsundays and the Gold and Sunshine Coasts.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.