Past Media Releases
Queensland boosts tourism through ‘Room 753’
27 February 2014
A landmark new Tourism and Events Queensland promotion is using a ‘room with a view’ to generate global social media coverage about the state’s holiday destinations and experiences.
Tourism Minister Jann Stuckey announced the “#Room 753” campaign, involving 22 high-profile bloggers, Instagrammers and videographers touring Queensland’s destinations to source inspiration for their audiences on social media.
“Social media is reshaping the way consumers plan and book a holiday, with the rise of peer-review travel websites and dedicated travel blogs becoming an important travel planning resource,” Ms Stuckey said.
“Sharing holiday experiences is second nature to most travellers and one of the most compelling ways of encouraging others to book a holiday to a destination.
“A 2012 study showed that some 44 per cent of people strongly agree that internet reviews by travel bloggers helped with the initial decision of vacation destinations.
“This innovative initiative will see TEQ host a series of influential social media specialists to showcase Queensland’s natural beauty through these emerging outlets.
“Tourism and Events Queensland is once again showing its ability to deliver innovative campaigns to help the industry towards the Newman Government’s election commitment of growing overnight visitor expenditure from $15 billion to $30 billion by the year 2020.
“Tourism had stalled under the previous Government, but we promised at the election to grow it as one of the four pillars of the economy.
“We are already seeing positive signs and this campaign will continue that growth.”
Ms Stuckey said #Room753 was set-up as a ‘home away from home’ for the VIP digital influencers until July.
“Prior to entering the room, the influencers will each tour a slice of Queensland that matches their passions, from surfing safaris to culinary experiences and romantic getaways to adrenalin-charged adventures,” she said.
“#Room753 will give these digital influencers them an opportunity to relax and reflect on their trips, enjoy the local lifestyle and produce enticing Queensland content for their world-wide audiences.”
Peppers Broadbeach was selected as the location for #Room753 for its inspirational views of the Gold Coast and evoking the lifestyle for which Queensland is renowned.
Peppers Broadbeach General Manager Craig Smith said he and his team were delighted to welcome their international and interstate guests.
“This is a wonderful opportunity to showcase Peppers, the Gold Coast and indeed Queensland to a global audience and we are excited to be part of this great initiative,” Mr Smith said.
Ms Stuckey said the visiting digital influencers had millions of followers across the world and included celebrity Indian blogger Malini Agarwal and high-profile Netherlands Instagrammer Eelco Roos.
“The concept is anticipated to generate a high level of engagement across social media in coming months, reaffirming Queensland’s online popularity in important markets such as the US, UK, India and Korea,” she said.
#Room753 translates to Room ‘Q.L.D.’, based on the corresponding numbers and letters on a phone touchpad.
Visiting influencer Liz Carlson, a US citizen currently residing in New Zealand, who writes a blog about being a solo female world traveller entered #Room753 on Monday 24 February after travelling to the Whitsundays and Brisbane.
[ENDS] 27 February 2014
Media Contact: Minister’s Office – 07 3719 7252
Tourism and Events Queensland – 07 3535 5010