The people behind the highly publicised Island Caretaker “Job of a Lifetime” campaign, Tourism Queensland, is back with their latest social media campaign to increase consumer awareness of Queensland involving a contest on Facebook called Passport to Shine. From now to 22 November 2010, you could be 1 of up to 10 people to win a Queensland holiday of a lifetime worth up to AUD100,000.
Passport to Shine celebrates the launch of Tourism Queensland’s new global brand platform “Queensland, Where Australia Shines”. According to Ms. Lim Mui Khim, Regional Director, SE Asia of Tourism Queensland, this platform “captures the essence of what sets Queensland apart form other destinations – a beautiful Australian holiday destination famous for sunshine, but also the unforgettable experiences and the sharing of nature of Queenslanders themselves”
Join the over 124,000 people who have liked Tourism Queensland Facebook page today.
As the campaign progresses, additional Queensland experiences will be released and each time you add a new experience, the value of the prize doubles – from AUD$25,000, to AUD$50,000 and, finally, up to the maximum of AUD$100,000.
Ms Lim said the itinerary would take into consideration the experiences selected by the winner during the competition with 10 percent of the value of the prize being made available as spending money.
“Entrants are encouraged to share their chosen Queensland experiences with friends through Twitter and email and each time they share they will receive a bonus entry in the competition,” Ms Lim said.
FAQ about Passport to Shine
Passport to Shine is Tourism Queensland’s most audacious social networking campaign since The Best Job in the World
What is Passport to Shine?
Passport to Shine is a global Facebook campaign organised by Tourism Queensland open to entrants from anywhere in the world offering the chance to win an ultimate Queensland holiday worth up to $100,000AUD. The winner will be able to take up to 9 friends with them.
What is Passport to Shine?
Passport to Shine celebrates the launch of Tourism Queensland’s new global tourism brand platform, Queensland, Where Australia Shines, which captures the essence of what sets Queensland apart from other destinations – a beautiful Australian holiday destination famous for sunshine, but also our unforgettable experiences and the shining nature of Queenslanders themselves
Who can enter?
Facebook users from anywhere in the world can enter.
How do people enter?
To enter the competition, Facebook users go to the Queensland Facebook page at www.facebook.com/visitqueensland and begin their application for their Passport to Shine by ‘liking’ the Queensland page.
By indicating they like the Queensland page, the Facebook user then allows Tourism Queensland to access some of their basic Facebook profile information as well as giving permission for Tourism Queensland to contact them with information about holidaying in Queensland.
Once these two steps are completed (in two simple clicks) their entry form will automatically be populated with the information required to start their entry.
How does Passport to Shine work?
Once entered, entrants will be asked to choose one Queensland experience from eight available. This experience will be entered into their virtual passport. Entrants will then be able to choose two more experiences for their passports when further Queensland experiences are released in weeks three and five of the competition. This means an entrant can choose a maximum of three Queensland experiences for their passport by the end of the competition.
Each time an entrant chooses an experience, their eligible prize amount doubles. If they choose one experience, they will be eligible for a $25,000AUD Queensland holiday experience; if they choose two experiences, they will be eligible for a $50,000AUD Queensland holiday experience and by selecting a third experience, they will be eligible for the full holiday prize amount of $100,000AUD.
Users who enter the campaign at a late stage will still be able to enter three experiences into their passports to vie for the maximum prize amount.
How is the winner selected?
The winner of Passport to Shine is selected by random draw.
Can entrants get bonus entries?
Entrants can obtain additional entries and increase their chances of winning by sharing with friends via Twitter and email. Entrants also attract an additional entry for each experience they add into their virtual passport.
What are the key dates?
The competition commences on 12 October and concludes on 22 November with the winner drawn and contacted by the end of November.
What is the Passport to Shine prize?
The winning entrant will receive an ultimate Queensland holiday for themselves and up to 9 people based on the value of their eligible prize amount, which depends on how many experiences they have added to their passport during the competition. If they added one experience, they are eligible for $25,000AUD; if they added two experiences, they are eligible for $50,000AUD; while if they added the maximum amount of three experiences, they are eligible for the full prize amount of $100,000AUD.
The prize includes:
- A travel itinerary designed and created by Tourism Queensland with the Queensland experience or experiences chosen by the winner taken into consideration.
- The itinerary may include but not be limited to airfares, accommodation, tours, car hire and transfers.
- Ten percent of the eligible prize amount will be devoted to spending money for the winner and his/her entourage, and will be made available through a debit/credit card.
Why use Facebook?
Facebook has more than 500 million users across the world and represents a major audience for Tourism Queensland, which has nearly 34,000 Facebook friends.
Related articles
- Tourism Queensland’s Passport to Shine Contest Gives Facebook Friends 100,000 Reasons to Shine in Queensland, Australia (eon.businesswire.com)
- Qld launches first global tourism brand (news.theage.com.au)
- Tourism Queensland reveals new brand: Where Australia shines (mumbrella.com.au)
- New tourism campaign a hit on YouTube (news.theage.com.au)
