Tourism and Events Queensland’s (TEQ) Big Aussie Reunion campaign has taken out the Gold Award for Best Strategic PR campaign at the Travel Marketing Awards in the UK. You’ll understand why when you view it – it’s quite emotional.
The Big Aussie Reunion campaign, run in partnership with Flight Centre and British television network ITV, reunited 80 friends and family from Britain and Australia by bringing them to Queensland. It’s receiving extensive media coverage internationally and domestically.
TEQ chief executive, Leanne Coddington, said the award recognised the organisation’s innovative approach to inspire more British travellers to experience Queensland.
“This campaign experienced fantastic success, culminating in an Australia Day reunion internationally broadcast live from the Gold Coast’s Rainbow Bay in 2015,” Coddington said.
“More than half a million people tuned in to Good Morning Britain’s breakfast program to see 40 British residents reunited with 40 of their Australian friends and family.
“Further domestic and international coverage resulted in an overall reach of more than 10 million people.”
Coddington said The Big Aussie Reunion’s UK Instameet also picked up a Silver Award for Best Use of Social Media at the awards night.
“It’s a wonderful honour and testament to the creative thinking and delivery of the campaign,” she said.
The Big Aussie Reunion launched in October 2014, offering 20 Queensland holidays to British residents.
ITV’s Surprise Surprise program gave away another 20 tickets to Queensland during their live Christmas special on 21 December 2014 in front of more than three million viewers.
“We saw heart-warming stories including the end of a 38-year search to find a father, best friends seeing each other for the first time in 26 years, and twin brothers reuniting,” Coddington said.
Edited by Peter Needham