Tourism Queensland celebrated at gala presentation
Published Wednesday, 24 October, 2007 at 01:49 PM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
Tourism Queensland’s cutting-edge Where Else But Queensland campaign was given the award for best multimedia and interactive campaign at the Australian Marketing Institute’s 2007 Awards for Marketing Excellence.
Tourism Minister Desley Boyle said the award was recognition of the depth and innovation of the highly-successful campaign.
“This is a great acknowledgement of a campaign we’re extremely proud of,” Ms Boyle said.
“Tourism Queensland’s multimedia and interactive campaign built on the well-established ‘Where else but Queensland’ theme and included a stunning TV commercial as well as newspaper and magazine advertising and email marketing.
“A competition was also used to attract visitors to a purpose-built campaign website, www.whereelse.com.au.
“During the three months from February to April 2007, more than 250,000 people visited the website with almost 40 per cent entering the competition and 85 per cent registering to receive a video “e-scape” – a 30-second mini holiday.
“The campaign successfully integrated online and offline media to generate traffic to the site.
“The Award is a great example of Queensland’s tourism industry yet again leading the way in digital technology,” Ms Boyle said.
Tourism Queensland worked together with brand agency Clemenger Harvie Edge and leading digital agency Emu to create the state-of-the-art, multi-faceted campaign.
The Australian Marketing Institute’s 2007 Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.
The Awards aim to acknowledge exceptional examples of marketing practice and to raise the standards of marketing professionalism.
Ends
Media contact: 3224 2004
24 October 2007
Tourism Minister Desley Boyle said the award was recognition of the depth and innovation of the highly-successful campaign.
“This is a great acknowledgement of a campaign we’re extremely proud of,” Ms Boyle said.
“Tourism Queensland’s multimedia and interactive campaign built on the well-established ‘Where else but Queensland’ theme and included a stunning TV commercial as well as newspaper and magazine advertising and email marketing.
“A competition was also used to attract visitors to a purpose-built campaign website, www.whereelse.com.au.
“During the three months from February to April 2007, more than 250,000 people visited the website with almost 40 per cent entering the competition and 85 per cent registering to receive a video “e-scape” – a 30-second mini holiday.
“The campaign successfully integrated online and offline media to generate traffic to the site.
“The Award is a great example of Queensland’s tourism industry yet again leading the way in digital technology,” Ms Boyle said.
Tourism Queensland worked together with brand agency Clemenger Harvie Edge and leading digital agency Emu to create the state-of-the-art, multi-faceted campaign.
The Australian Marketing Institute’s 2007 Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.
The Awards aim to acknowledge exceptional examples of marketing practice and to raise the standards of marketing professionalism.
Ends
Media contact: 3224 2004
24 October 2007