Tourism Queensland – ‘Australia in Style’

In 2010, London PR agency Hills Balfour helped create a new style icon: Australia. Partnering with Etihad Airways, Travelmood and Trailfinders, Tourism Queensland together with Tourism New South Wales embarked on a joint campaign known as ‘Australia in Style’ to raise their positioning, drive UK bookings and show off the Sunshine State as a stylish, contemporary and attractive destination to the higher end market.

In addition to a dedicated mircosite (www.australiastyle.co.uk) and a ‘two week holiday in Australia’ competition, an  ‘Australian Style Guide’ was developed and distributed through Harper’s Baazar and Esquire Magazine and supported by influential brands like aussieBum and My-Wardrobe. Meanwhile the campaign was promoted through print, outdoor, online, email, search engine and social media marketing. The travel marketing campaign had a total reach of over 18 million, with 46,083 visitors to the microsite and 44,805 competition entrants. The total campaign PR value was worth £245,000.

www.tq.com.au