Last week, Queensland’s tourist board started a new global social media campaign where entrants can win a holiday for them and 9 friends to Australia, Queensland.
Passport to Shine is a unique global social media campaign which provides Facebook users in Australia and across the world with a virtual passport which they can fill with Queensland experiences to be in the draw to win an ultimate Queensland holiday worth up to $100,000.
This campaign is one of the first high profile social media campaigns to be ran by a tourist board. Tourism agencies are realising the potential that free social media tools can mean for campaigns, as tools such as Facebook generate access to millions of people, many of whom are willing to hand over contributions to make a campaign grow. Brands are realising more and more that user-generated content is a cheap, effective and successful way of gaining brand recognition – and as in the case of Queensland Tourism, promoting your brand alongside a competition can achieve huge results. A few days after the launch of this campaign, they had already received Facebook followers of 117,000 people. It will be interesting to see how this campaign grows. Check it out at: www.facebook.com/visitqueensland