Nothing Beats Queensland Recovery Package - Update

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Nothing Beats Queensland Recovery Package-
Update
Reef 152363
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Industry Recovery Package and Nothing Beats
Queensland Marketing Activity

• Aims to address
• short term business needs (maximise business over
  Easter)
• Brand reputation of Queensland
• longer term industry issues

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Industry Involvement - The Queensland Pledge

• The Pledge will rally industry to get behind the
  campaign and provide exceptional service to show
  visitors an extra special time for holidaying in
  Queensland
• Industry are encouraged to take The Pledge by
  visiting TQ.com.au, filling out details and then
  downloading
• Industry can print out and display The Pledge
• Over 700 industry have taken The Pledge

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Industry Recovery

• 147 operators supported to attend ATE
• 200 operators on Queensland On Tour Roadshow
• 100s of operators participating in Capacity
  Programs (Online, PR, Sustainability,
  Weatherproofing etc)
• Recovery Programs Information session
• China workshops, mentoring and summit
• Enterprise Connect trade advisory support

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Global mega media famil

• 61 Domestic media
• 110 International media outlets from key source
  markets
• 15 Itineraries for international media
• 10 Itineraries for domestic media
• All regions including 3 x events 25, 26, 29
  March

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International Activity

• Global backpacking sector activation
• New Zealand
• China
• Japan
• UK
• Rest of World
• Integrated Trade, PR, Media, aviation and digital
  to key opportunity markets

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Global backpacking sector activation

• Two key activities
• Onshore entice backpackers in Sydney
  Melbourne north to Queensland
• Offshore global activity jointly with partner
  to entice backpackers from UK and Europe.

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New Zealand

• Integrated campaign with television, radio,
  online, print , billboards, bus backs on air
  date 17 April
• Umbrella activity over existing campaigns
• Use of Nothing Beats Queensland messaging with
  revised scripts/creative
• Approx 50 negotiated value add on media buy

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Japan

• Launched mid May ( timing post earthquake )
• Four major wholesalers in Tokyo Osaka, 2 media
  partners Jetstar
• 3 part campaign PR, trade media
• Good response to date

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United Kingdom

• Integrated consumer marketing campaign with key
  partners with strong digital/print content May
  2011
• Partnership with the Mail on Sunday Mail online
• Print 16 page tabloid supplement 1.5million
  copies
• Digital microsite, social media, competition
  elements
• Fares deals to drive urgency to book

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China

• National radio blitz with online call to action
• Online Banner on top 3 online portals in China
  (Sina.com/ 163.com/sohu.com) 2week duration
• DJ from Shanghai Radio FM101.7 will record ads
  for 6 stations four week duration
• DJ from China Central Radio Station. Chief Editor
  of Economic Radio Program TA friend of
  Australia.

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International Rest of World

• Trade Activation ATE BE Famil
• Singapore Airlines Singapore
• 7 key agents April-June 2011
• Air Asia X Malaysia
• 4 key agents April-June 2011

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DomesticIntrastate Interstate

• Television Channel 9 10
• Radio Nova Austereo
• Print
• Online
• ATDW Support

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Domestic (continued)

• Television Channel 9 10
• Brisbane, Regional Queensland, Sydney, Melbourne
• 15sec TVCs
• Channel 9 value add through Today Show, Getaway,
  NRL, Footy Show, Nine Local News
• Channel 10 value add through 7PM project, Local
  News, The Circle, Couch Time

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Domestic (continued)

• Radio Austero Nova
• Nova Countdown to Easter promo, The Perfect
  Queensland Trip Fitzy Wippa
• Austereo Countdown to Easter promo, The Cage
  promo in Qld locations, Labby, Camilla Stav
  promo, Fifi Jules promo, Saturday Morning Show
  promo

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Domestic (continued)

• Print
• APN series of brand and Easter messages with
  price leaders
• Metro print

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Domestic (continued)

• Integrated activity AFL partnership, MCG 4
  games through June/July
• Online
• Comprehensive schedule with
• NineMSN, Ten, Facebook, Fairfax Digital, Yahoo7,
  Google
• APN Digital, Adconian