Tourism Queensland launches new $4 million campaign

Tourism Queensland has today unveiled Vitamin Me - a $4 million campaign promoting Queensland as the quintessential destination to recharge the batteries.
Launching the campaign in Brisbane, Queensland Minister for Tourism, Manufacturing and Small Business, Jan Jarratt said Vitamin Me showcased the powerful natural elixir that Queensland offered holidaymakers from around the world and across Australia.
Minister Jarratt explained that "Vitamin Me is the name given to that feeling of relaxation you get from a Queensland holiday. It's a fun, creative idea that demonstrates why Queensland is Where Australia Shines.
"Australians alone have stockpiled more than 123 million days of annual leave* ï¾ so while we are one of the hardest working nations in the world, Australians are well overdue for a break.
"Well Queensland is the cure-all for busy jobs, hectic lives and day-to-day pressures."
Minister Jarratt said as part of the campaign, Tourism Queensland had devised a fun way for people to 'test' their Vitamin Me levels in a quick online quiz, adding "by taking part in the Vitamin Me quiz, visitors to the queensland.com (website) will go into the draw to win a $10,000 Queensland holiday.
"There are also many Queensland holiday deals on offer, from short breaks and experiences to give a quick boost, to longer holidays to help maintain your Vitamin Me levels."
Tourism Queensland Chief Executive Anthony Hayes said the Vitamin Me campaign concept and media strategy, which was developed in association with creative agencies Sapient Nitro and Mitchell Media, was designed to bring Tourism Queensland's brand platform Queensland Where Australia Shines to life.
Hayes added "while the Vitamin Me campaign is a fun way of encouraging Australians to take a holiday, the effect of overwork on physical and emotional wellbeing is well-documented.
"As we near the end of the year most people's energy levels are pretty depleted and the campaign is designed to hit domestic the market in the lead up to the summer holiday booking period by using a range of aggressive cinema, print, online and outdoor channels.
"Using fun, creative tools such as the online quiz to ï¾test' Vitamin Me levels is a great way to get people thinking about how they're feeling right now, and how much better a Queensland holiday will make them feel."
Hayes said campaign activity would start this Saturday, 22nd October.
As part of the promotion, Queensland tourism operators are offering a range of holiday deals such as accommodation in Tropical North Queensland from $109 a night, or stay three nights and pay two at a Sunshine Coast resort from $124 per room per night.
*Tourism Australia: 2009

http://www.queensland.com