TOURISM AND EVENTS QUEENSLAND CASE STUDY
THE CHALLENGE
With the devastating bushfires and COVID impacting tourism significantly, QLD’s tourism industry took a huge revenue hit, with only intrastate travel allowed. There was an immediate need to revive the state from its critical condition by partnering with the industry to influence Queenslanders to travel close to home this year.
THE INSIGHT
Our audience is keen to make real changes for the causes they care about. Across social, it was clear our audience wanted to know how they could help the bushfire and COVID-affected communities and local businesses—they just didn’t know where to start.
THE IDEA
20 For 20: A challenge for our audience pledge to visit and support 20 businesses in 2020 to help reignite regional travel, explore our beautiful backyard and ultimately steer Queensland businesses back toward a pre-COVID way of living.
20 FOR 20 DELIVERED...
Combining the rising trends of road trips with shopping local and Instagram ‘trophy’ moments resonated as local artists, business owners and influencers joined our 20 For 20 movement, becoming advocates for local travel in the process.
The distinctive partnership garnered passionate and positive social sentiment with Queenslanders going out of their way to email and tell us just how impressed they were with the initiative.
After surveying our 20 For 20 participants, an incredible 69% of them had booked a post-Rona getaway, 78% had hit the road to explore a new hood, and 69% said 20 For 20 had inspired them to do more good.
By partnering with TEQ, we were able to drive immediate action and inspire Queenslanders to inject their hard-earned coin back into tourism industry and the local communities that needed it most.
