• Work
  • Tourism Queensland — The Great Queensland Escapes

THE WORK

greatescapes-hero-image

THE THINKING

A slick responsive microsite with a really simple to enter mechanic - that will go on to be the platform for a TQ ‘white label’ competition engine.

The first instance of this campaign was in market for 4 weeks, and offered the chance to win one of two $10,000 Queensland Escape holidays. Plus, entrants could share their unique url to be eligible to win a GoPro camera.

OBJECTIVE

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

OUTCOMES

35,098 Total Entries
27,480 New Subscribers

Case Study

CLIENT

Tourism Queensland

CAMPAIGN

The Great Queensland Escapes
Total entries: 35,098 New Email Subscribers: 27,480
  • TQ's first mobile-friendly competition. Features an incredibly fast & easy entry mechanic.
  • Reusable for future ongoing campaigns - seemlessly iframes into www.queenslandholidays.com.au

SUMMARY

The first instance of this campaign was in market for 4 weeks, and offered the chance to win one of two $10,000 Queensland Escape holidays. Plus, entrants could share their unique url to be eligible to win a GoPro camera.

OBJECTIVE

The primary objective of the campaign was to create a reusable, responsive, competition engine - to grow the client’s email database for ongoing communication.

SOLUTION

Taking into consideration the reusability factor, XCOM created a microsite that would seamlessly iframe into www.queenslandholidays.com.au, and would be responsive to views from mobile devices.

The microsite featured full social sharing functionality, and triggered confirmation and forward-to-friend emails.

The TQ 'Great Escapes' campaign was first to utilise this competition engine and will be followed by a second phase in May/June 2013.

RESULTS

  • 35,098 Total Entries
  • 3,091 Bonus Entrants (for incentive prize)
  • 3,272 Email shares
  • 7,089 Facebook Shares
  • 600 Twitter Shares
  • 27,480 New Email Subscribers