Hills Balfour
ENGAGING INFLUENCERS WITH TEQ

Engaging influencers with TEQ

DIGITAL PR STRATEGY FOR TOURISM & EVENTS QUEENSLAND

Challenge:

To work alongside leading UK, Irish and Nordic press, bloggers and social media influencers to produce content which inspires and instigates first time and repeat visits to Queensland as well as increase awareness of Queensland’s unique destinations and experiences. To execute a consumer-led, experience-focused press office inspiring UK, Irish and Nordic markets to experience the best Queensland has to offer.

 

Solution:

  • We worked in partnership with Queensland’s regional tourist offices, supporting the delivery of their destination tourism plans: showcasing world class experiences and events 
  • Media database management encompassing dedicated print, online and broadcast lists covering all media relevant to the overarching brief
  • Distribution of tailored and regular press releases
  • Promotion and distribution of TEQ video news releases in UK and Ireland
  • Regular meetings with media, trade and airline partners
  • Submitting regular proactive and reactive feature and news pitches to key media
  • Monthly exploration of profiling opportunities and award submissions
  • Ongoing social and digital influencer relations
  • Management of regular media missions and events
  • Exploration and execution of broadcast opportunities
  • Organisation and execution of regular group and individual media familiarisation trips
  • Exploration and execution of celebrity endorsement opportunities.

 

Results to date:

Exceeding our media visitation and AVE KPIs year on year, we have generated:

AUD $184,188,928 (£113,564,325) worth of coverage
Hosted over 200 journalists in Queensland
Shared the Queensland story with an audience in excess of 15,289,201,904