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Apr 05 2011

Tourism Queensland and SapientNitro Issue the Million Dollar Memo to Businesses Worldwide


Follow-up to the acclaimed Best Job in the World campaign awards $1 million in corporate incentive travel to Queensland

QUEENSLAND, AUSTRALIA -- April 6, 2011Tourism Queensland and SapientNitro, part of Sapient (NASDAQ: SAPE), teamed up to announce the launch of Tourism Queensland’s latest global marketing campaign, Million Dollar Memo. The campaign pits businesses head to head to compete for the ultimate reward: a $1 million custom travel package to Queensland, Australia.

Delivered in the form of a simple memo, businesses worldwide were issued the challenge to compete with other workplace teams to win a five-star adventure travel experience to Queensland destinations such as the Great Barrier Reef, the Whitsundays, and the Gold and Sunshine Coasts. The website,, allows workplace participants to upload a video to tell Tourism Queensland why their organization deserves to win $1 million worth of unique travel experiences in majestic Queensland.

Million Dollar Memo is part of Tourism Queensland’s four-year global campaign, valued at $6.9 million, to put Queensland on the map as one of the world’s top incentive travel destinations. It aims to further assist the State’s tourism industry following the recent natural disasters in the region.

“Not only is this campaign going to be a great boost for the Queensland Tourism industry, but we’re also telling the business world that beautiful Queensland is open to visitors,” said Tourism Queensland CEO Anthony Hayes.

Entrants need to create an entertaining 60-second video that demonstrates why their business deserves to win, and why they think Queensland is the ultimate reward for their staff. The contest, which closes on May 1, is open to any company or workplace worldwide with a minimum of three employees.

“Corporate reward holidays are big business, with incentive travellers spending approximately 2.5 times more than regular visitors,” said Paul Bennett, national managing director for SapientNitro in Australia. “Working closely with Tourism Queensland, we wanted to devise a creative business solution that was engaging and that delivered enthusiasm for Queensland as a fantastic destination for the lucrative incentive travel market.”

The memo and website will be complemented with a range of offline and online promotions, including a print and LinkedIn media buy, social media marketing, 55,000 branded coffee cups, and entertaining stunts in some of the world’s busiest business districts and commuter locations, including London, Los Angeles, Munich, Shanghai, and Taipei.

Bennett continues, “This new campaign delivers a unique contest experience across multiple platforms on a global scale, while showcasing all Queensland has to offer and tapping into businesses’ competitive spirit to spark creative, teamwork-driven entries.”

The Million Dollar Memo campaign will consist of three phases: a Top 50 short-list, a Final 20 list, and culminate with a representative from the final 20 companies travelling to Queensland to compete in an Incentive Challenge, to be held in various locations throughout the State beginning August 23.

Website visitors can also vote for their favorite entries, with three wild card spots open in the Final 20 list. The ultimate winner will be announced on August 31.

This is the second major global marketing campaign between Tourism Queensland and its agency, SapientNitro. SapientNitro also developed the Best Job In The World campaign for Tourism Queensland in 2009, which generated entries from 197 countries, won prestigious industry awards, including the coveted Cannes Grand Prix Lion and a record two D&AD Black Pencils, and resulted in widespread international media coverage with a competition to find a “caretaker” for Hamilton Island in the Great Barrier Reef.

To download the Million Dollar Memo and submit entries, visit: Watch the promotional reel on YouTube:

Note to Journalists:
Visit the media center at: Photography, b-roll, and other video footage available upon request.

About Tourism Queensland
Tourism Queensland is the most progressive destination management organisation in Australia. It is staffed by people who are experts in their fields and are here to help you achieve your goals. All of Tourism Queensland's strategies and activities are developed in close consultation with the industry and aim to meet the changing needs of the industry we serve. For more information, visit:

About SapientNitro
SapientNitro SM, part of Sapient®, is one of the world’s largest integrated marketing and technology services firms. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Mars, Singapore Airlines, Target, and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

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