Queensland Instagallery

Experiential activity that delivered considerable PR coverage and association with some great Partners

The Challenge

To generate incremental international visitor numbers to Queensland. Increase awareness of Queensland as a leisure travel destination through content messaging and tactical marketing initiatives. Generate PR exposure and increase visitor length of stay.

 

The Idea

Was an Art Gallery event centred around Queensland imagery, associated with a high profile debate on the nature of Art and Photography, in the Digital Age. Connection with key travel partner, Qantas Airlines.

 

The Execution

We delivered an integrated consumer campaign driving greater consumer awareness of and engagement with Queensland as a destination, as well as driving sales with Qantas. The activity plan included print advertorials and ad placements in National Newspapers, plus the creation of a competition to attend the gallery and  two flights to Queensland. A supplement was created with Time Out Magazine and The Evening Standard, with content outlining Queensland’s connection with Art, and the Gallery event.

 

The Results

Campaign Reach – (marketing, advertising, and event ) : 7,871,207

Campaign Value Achieved: £198,650 (plus 98% vs actual spend)

Project Details

Project Results

  • Reach: 7,871,207
  • Campaign Value £ 198,650 (plus 98% vs actual spend)

Project Details

Project Results

  • Reach: 7,871,207
  • Campaign Value £ 198,650 (plus 98% vs actual spend)