Tourism Queensland postpones campaign launch

Tourism Queensland has decided to postpone its major marketing campaign for the year, saying it would wait for the "dust to settle" following the spate of natural disasters which ravaged the State over recent months.
An additional $10 million has been pumped into the tourism body by State and Federal Governments, to be used in both domestic and international marketing campaigns to lure visitors back to the State.
Speaking at this week's AIME meetings and incentives convention in Melbourne, Tourism Queensland Chief Executive, Anthony Hayes launched a five year strategy for its incentive market, which will promote the state to the world as a top destination for business travellers.
Hayes stated that "Tourism Queensland is partnering with Queensland's convention bureaus on a collaborative global incentive strategy which aims to position Queensland as the region's leading incentive travel destination.
"The campaign aims to increase the understanding from incentive houses and companies about Queensland's unique destinations and diverse, quality experiences."
The campaign will include a new trade website, www.queenslandincentives.com which will feature information on key destinations including Gold Coast, Brisbane, Sunshine Coast, The Whitsundays, Mackay, Townsville and Cairns.
Hayes added "Tourism Queensland has now taken the initiative to create this collaborative strategy which will enhance the great work already undertaken by the convention bureaus and industry to promote Queensland.
"The primary goal of the strategy is to further raise consumer, trade and industry awareness of Queensland's multitude of quality incentive offerings in Tourism Queensland's key international markets and in emerging incentive markets.
"By engaging with key influencers and those who organise incentive travel programs, Tourism Queensland will aim to trigger broad levels of awareness and, in turn, generate sales leads."
With direct engagement with both consumer and trade, the strategy according to Hayes is to pass on leads generated by the campaign and its tools onto the convention bureaus.
Representing between $300 to $400 million for the State in trackable business, Hayes said the incentives market was both lucrative and more reliable than the leisure market.

http://www.queenslandincentives.com