Tropical North Queensland set to feature on Korean credit cards

Up to 10 million Koreans will be reminded of Tropical North Queensland’s beauty every time they open their wallets thanks to a unique partnership between Tourism Queensland and Samsung.

Minister for Tourism Desley Boyle said Korean giant Samsung had developed a new self design credit card – the Sel-D Card - which allowed consumers to design their own credit card.

“Through a unique partnership deal brokered by Tourism Queensland’s Korean office, the first series of credit cards will feature images of Tropical North Queensland so every time the card-holder opens their wallet they will be reminded of what a fantastic part of the world the tropical north is,” Ms Boyle said.

“The partnership aims to increase exposure and awareness of Tropical North Queensland amongst the Korean market.”

Ms Boyle said 74,000 Koreans visited Queensland in the year ending June 2008.

“Koreans, love our natural environment, food, wine and beach lifestyle,” she said.

“Feedback we have received from the Korean market tells us that Tropical North Queensland is one of the destinations they most want to visit so we decided to raise their awareness of the region through this unique marketing tool.”

Ms Boyle said the first phase of the partnership took place in May and incorporated a group of 20 well-known Korean bloggers who were selected by Samsung credit card staff.

“The bloggers came and experienced Tropical North Queensland first-hand, conducting film and photo shoots which they used to document their experiences.

“Each group produced an advertisement to promote the Sel-D card from which a winner was selected and awarded internal broadcasting, editorial and pictorial exposure on the Samsung credit card website,” Ms Boyle said.

“The promotion, which commenced earlier this month will run through to the end of November and will engage approximately 10 million Korean Samsung credit card holders who have the opportunity to add an image of Tropical North Queensland to the background on their card.”

Ms Boyle said Queensland continued to foster a great relationship with Koreans, who stay for an average of 11 nights in the state and contributing $193 million to the economy.

Ms Boyle said in the long term, Tourism Queensland was hoping to continue the partnership to further promote different regions of Queensland to Korean consumers.
Ends

Media contact: 3225 1005 or 0419 025 326
Tourism Queensland: 3535 5010
16 November 2008