From January to July 2014, Tourism and Events Queensland invited 22 digital influencers from around the world to visit Queensland as part of the inaugural #Room753 initiative. Through tailor-made itineraries, each influencer had the opportunity to experience Queensland's diverse destinations, events and hospitality. At the end of their tour, a 'room' at Peppers Broadbeach on the Gold Coast became their home for a week as they had the chance to unwind, soak up Queensland's relaxed lifestyle and catch up on content creation.
Room 753 equals Room Q.L.D. based on the corresponding numbers and letters on a phone touchpad. The digital reach of the influencers involved was more than 10 million.
A competition to win a 5-night stay at Queensland's Peppers Resort and $5,000 spending money garnered more than 70,000 entries. Peppers ATDW listing on Queensland.com had more than 17,000 views. Leads to Peppers.com listings increased by 2,575%. There were more than 40,000 new subscribers to the Queensland eNews program. 5,000 online posts were generated about Queensland. The influencers involved would recommend Queensland as a holiday destination 97% of the time.