BEST TRADE MEDIA ADVERTISEMENT/ CAMPAIGN
Q FACTOR
Week 6 Spotlight: Queensland Rail, Fraser Coast and Kingfisher Bay Resort
Queensland Rail
There is no better way to see Queensland than by rail. Travelling in style and comfort, you can really appreciate the remarkable landscape as it rolls by your window to create some unique Queensland experiences.
The Sunlander The Sunlander, voted one of the top 25 rail journeys in the world by the Society of International Rail Travellers, weaves its way along Queensland’s
incredible coastline between Brisbane and tropical Cairns, where the Great Barrier Reef meets the timeless Daintree rainforest. Queenslander Class is the premium, all inclusive section on The Sunlander, featuring private twin berth accommodation, fine dining in an exclusive restaurant car, live entertainment in the lounge car and a host of special touches to ensure a memorable journey.
The Sunlander Selling Tips
• It’s part of the experience of visiting Queensland creating unique cruise/rail, sail/rail and island/rail/rainforest experiences
• Connects Queensland using the rail to join the dots (the dots being the Queensland experiences/locations)
• It’s a great alternative to a hotel stay where you can awaken en-route to your next holiday destination
• Scenery, social atmosphere and relaxation are key ingredients of the experience
• Provides a unique opportunity to meet Australians in a social environment
• Is comparable in price to a holiday package that includes a night’s accommodation, meals, flights and transfers
Kingfisher Bay Resort Theme Your Shop & Win!
Inspired by Queensland’s new brand? There’s still time to theme your shop, Queensland-style, and you could win a team night out on us! Downloadable posters are available online and get creative with sun hats, surf boards, kangaroos...
Take a photo of your display and send it to
tq_london@tq.com.au, by 10th December, and the most creative shop will win a night out on Tourism Queensland (to the value of £300).
The Sunlander
Tilt Train Travelling along the coast between Brisbane and Cairns, Australia’s most innovative train, the Tilt Train, is a comfortable and relaxing way for guests to experience Queensland.
Both the Cairns service (business seats) and the Rockhampton service (business and economy seats) provide guests with in-seat dining and onboard entertainment to ensure a pleasant journey.
Find out more
www.queenslandrail.com.au (select Trade)
Target Market. 50+ market, those looking for something different, rail enthusiasts
Agents travel free of charge. Allowing you to sell it based on your own personal experience!
Where Australia shines for stunning rail journeys
Fraser Coast
Brisbane to Hervey Bay is one of the most popular sectors on The Sunlander and Tilt Train, the actual train stop is Maryborough West with transfers arranged to Hervey Bay in the Fraser Coast region.
Fraser Coast is one of Australia’s premier nature based destinations, located 3-4 hours train ride or drive north of Brisbane. Home to two unique World Heritage listed areas; Fraser Island, the world’s largest sand island and Lady Elliot Island, the start of the Great Barrier Reef. The Fraser Coast is also the whale watching capital of Australia. Hervey Bay is the only place where the majestic humpback whales actually stop and take time to rest and play from July to November. Featuring untouched beaches, nature defying rainforests, an unparalleled marine sanctuary and a sub tropical climate, the Fraser Coast is the ideal holiday destination.
Find out more
www.frasercoastholidays.info Kingfisher Bay Resort, Fraser Island
Kingfisher Bay Resort overlooks the calm waters of the Great Sandy Strait on Queensland’s World Heritage-listed Fraser Island. Full day and personalised Ranger-guided 4WD eco tours, marine cruises, nature and eco walks run daily. The resort has 152 hotel rooms and 109 self-contained villas.
Fraser Explorer Tours offers all-inclusive, accommodated 4WD tours with daily departures from Rainbow Beach and Hervey Bay staying at Eurong Beach Resort on Fraser’s eastern beach. Cool Dingo Tours offers one and two night all-inclusive tours for 18-35s, departing daily from Hervey Bay with Brisbane and Sydney connections.
Daily flights, rail or coach services connect with ferries to Fraser Island. Find out more
www.kingfisherbay.com
UK Bonus Week!
Enter via
www.facebook.com /visitqueensland for your chance to win a $100,000 ultimate Queensland holiday! Plus this week it’s UK bonus week - you can update your passport with a new experience or join the competition and be
automatically entered in to a draw to win £3,000 in travel vouchers for your next Queensland holiday! Enter by 31st October to qualify for UK Bonus Week.
Learn & Win!
Now you’ve learnt about Queensland Rail, Fraser Coast and Kingfisher Bay Resort, test your knowledge in our weekly Q factor quiz for your chance to win a £100 Red Letter Day experience voucher, five runners up prizes of beach towels and entry into our famil trip draw!
Q factor Update
The lucky winner of Week 4’s pair of X Factor tickets is Maureen Todd of STA Travel. Week 5’s winners will be announced next week. Go online now for more chances to win and all you have to do is learn about Queensland, Where Australia Shines!
Week 4 runners up: Ryan Evans, Travel 2; Rosanna Fogel, Travel Counsellors; Rachel Uzzell, Travelbag; Emily Fitch, First Choice;
Anna Chignell, Thomson. NEXT WEEK: Introducing Gold Coast
www.ttglive.com/queensland
The Voice of Queensland
ttglive.com/queensland
Lake McKenzie, Fraser Island Queensland fake cover 21/9/10 11:36 Page 1
BEST ONLINE ADVERTISEMENT/ CAMPAIGN
SILVER STANDARD THE Q FACTOR
HILLS BALFOUR FOR TOURISM QUEENSLAND
Tourism Queensland secured The X Factor to film in Queensland for the “judges short-listing” episodes, providing Hills Balfour with the perfect platform to leverage consumer interest in the destination and potentially drive bookings to the trade. The Q Factor was designed to leverage the show and drive trade support with front-facing travel consultants in an innovative and fun way.
With TTG as a media partner, Tourism Queensland engaged with frontline staff over a 13-week campaign period, increasing destination standout for the brand and ensuring it would be top-of- mind during the busy September/October booking period.
A multi-media approach including a micro-site drove exposure and awareness with agents, who were invited to see if they had the ‘Q Factor’ through weekly online quizzes and other interactive experiences.
The campaign connected with TTG readers in a sustained, entertaining way through print, online and events channels, reaching 3 million people and increasing the number of Queensland specialist agents by 21%.
SILVER STANDARD UPGRADE AWARDS DDB FOR STAR ALLIANCE
When Star Alliance launched the industry’s first automated upgrade system across twenty airlines, the Upgrade Awards aimed to raise awareness and ultimately educate the High Value International Traveller audience in order to drive upgrades and loyalty.
With no paid-for media, the global campaign used carrier-owned social media channels, including Facebook, Twitter and YouTube, to advertise the network’s website and engage with the core audience. A short film featuring Takuma Sato, the international racing driver, demonstrated the benefits of an upgrade by showing his invisible seated position change from a cramped, racing car seat position to a comfortable, First Class airline seat position. Star Alliance also encouraged HVITs to prove their knowledge amongst their peers via an online quiz, which allowed them to learn about the upgrade product while competing for a chance to win Round-the-World Business Class tickets.
In just six weeks, the campaign attracted over 110,000 visits from the core audience to the online quiz, with the average monthly number of upgrades increasing by 32% over the same period.
Click on the tab at the top of this page to view.
SECOND PLACE: SILVER STANDARD DDB for Star Alliance with Biosphere Connections Campaign
SECOND PLACE: SILVER STANDARD Muse Advertising for Attraction World with We Give You The World
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THIRD PLACE: SILVER STANDARD OgilvyOne London for British Airways with British Airways Run Out Sale
travel trade gazette
24.09.2010
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