Xcom.

SUMMARY

Tourism Queensland – Best Experiences campaign helped further promote and increase additional interest in The Best Job in the World campaign and is internationally recognised as one of the most successful and original digital campaigns ever produced.

BACKGROUND

Tourism Queensland requested Banjo Advertising Brisbane and XCOM to come up with a concept for the Best Job in The World Blog site that would continue to generate interest in the Best Job campaign site and offer a prize that tied back to the Islands of the Great Barrier Reef.

SOLUTION

Banjo and XCOM collaborated to deliver a concept called ‘The Best Experience in the World’ which would again generate a large amount of publicity and deliver exceptional results for the client.

The concept involved site visitors entering a competition to win a trip to the Islands of the Great Barrier Reef for up to 7 weeks and gave them the opportunity to invite 3 of their mates to join them if they won.

OBJECTIVES

• Generate a spike in traffic to Island Reef Job blog site at the half-way point of Ben’s tenure as Island Caretaker
• Achieve 10,000 entries into the competition from around the world
• Generate 30,000 Forward to Friend messages through the campaign site
• Acquire 10,000 new subscribers to receive campaign updates

CAMPAIGN COMPONENTS:

• Microsite
• PR
• Social Media
• Email Marketing

RESULTS

The Best Experience in the World campaign far exceeded all KPIs with interest driven from both competition entrants and media outlets:

• 180,000 site visitors
• 23,295 competition entries
• Entries received from over 150 countries
• Over 95,000 forwarded messages from the campaign site
• Over 13,000 new subscribers acquired
• Over 1,000% increase in blog traffic