badc

In 2011, Queensland suffered its worst floods in living memory. Then, on Australia Day 2013, the unthinkable happened: Queensland flooded again. To shore up confidence in its already embattled sector, Tourism and Events Queensland needed to show Australia that Queensland was open for business. We decided to restage Australia Day. No flood was going to stop us from enjoying our national day; we were going to prove to potential tourists that Queensland was back on its feet. We recruited the unofficial Australia Day ambassador, Sam Kekovich, and launched an integrated media campaign to get Australia on board. Australia Day II was a huge success. Thousands of people staged Australia Day II parties. Businesses like Coles, Woolworths and Dan Murphys had special events and sales to commemorate the day. And we received $2,483,920 worth of media value from a $399,780 media spend; which equates to 512% ROI.