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THE WORK

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THE THINKING

As Xmas was fast approaching, Tourism Queensland commissioned XCOM to develop a concept and campaign to drive database acquisition and to remind the target audience about Queensland as a fantastic holiday destination to ‘refresh’.

OBJECTIVE

To grow the client’s email database for ongoing communication.

OUTCOMES

59,347 Total Entries in 12 Days
77,750 Total Shares 39,422 via email 36,320 via FB 2,008 via Twitter
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Case Study

CLIENT

Tourism Queensland

CAMPAIGN

12 Days of Queensland Christmas Wishes
Total entries: 59,347 New Email Subscribers: 30,300
  • An effective Xmas competition with a simple concept that yielded some great results for TQ and surpassed all KPIs.
  • Entrants from Australia & New Zealand could win a share in over $30,000 of prizes.

SUMMARY

As Xmas was fast approaching, Tourism Queensland commissioned XCOM to develop a concept and campaign to drive database acquisition and to remind the target audience about Queensland as a fantastic holiday destination to ‘refresh’.

OBJECTIVE

The primary objective of the campaign was to grow the client’s email database for ongoing communication.

SOLUTION

Taking into consideration the upcoming Xmas season and the usual financial stress that comes with it, XCOM created a 12 Days of Queensland Christmas Wishes competition.

The concept behind it was to give the entrants a ‘double break’ – a Queensland holiday AND a cash voucher as a break from the mundane everyday bills.

The entry mechanic was incredibly simple; all the entrants needed to provide their name and email address and also the country of origin – alternatively, Facebook Connect functionality was integrated for further ease of entry.

Entrants had the chance to win 1 of 12 daily ‘Double-Breaks’ worth $1,500 each and also be in the running to win the Grand ‘Double-Break’ prize valued at $7,000.

The campaign which was integrated into the Tourism Queensland website was also equipped with a daily countdown which showed the real-time countdown of the time remaining to enter the day’s daily ‘Double-Break’.

RESULTS

  • 59,347 total entrants in 12 days
  • 39,422 Email shares
  • 36,320 Facebook Shares
  • 2,008 Twitter Shares
  • 30,300 New Email Subscribers