A new Tourism Queensland viral marketing campaign featuring an online game called Snap-a-roo has been launched in the UK and Ireland, Tourism Minister Peter Lawlor said.
Mr Lawlor said the Snap-a-roo game is expected to have millions of young would-be backpackers snapping surfing kangaroos with their cameras while 'virtually travelling' around Queensland.
"The game promotes the diversity of Queensland destinations and experiences with the aim of encouraging young adults and career-breakers to visit the state," Mr Lawlor said.
"It is estimated that 54 percent of university graduates in the UK and Ireland will take a 'gap year' this year due to the struggling economy, so now is the prime time to target the youth and backpacker markets.
"The Tourism Queensland campaign, run in partnership with Etihad Airways, offers game players in the UK and Ireland the opportunity to win return tickets to Brisbane, whilst showing them a selection of destinations and experiences available in around Queensland."
Tourism Queensland CEO Anthony Hayes said players would travel 'virtually' to a range of iconic Queensland destinations, such as the Outback, the Islands of the Great Barrier Reef, the rainforest and the beach.
"In the game, players will take virtual photos of kangaroos, which will be doing a variety of activities in distinctive Queensland destinations, such as bungy-jumping, parasailing, diving and horse-riding," Mr Hayes said.
"Playing the game will make Queensland holidays top-of-mind for these young travellers and increase their awareness of the range of Queensland destinations and experiences on offer.
"Etihad Airways flies direct to Brisbane from London, Manchester and Dublin, so the carrier will offer players who don't win tickets special fares.
"Best Job in the World Island Caretaker Ben Southall will also make sneak appearances from time-to-time throughout the game."
Mr Hayes said the campaign would initially be launched by direct emails to one million recipients in the UK and Ireland, combined with online banners.
"This is a viral campaign, so the idea is that it will spread further online, through Facebook and other social media," Mr Hayes said.
"The Snap-a-roo campaign builds on the success of last year's award winning viral campaign Koala-pult, which to date has been played more than 1.1million times."
Mr Lawlor said more than 246,000 people from the UK visited Queensland in the 12 months to March 2009, spending $463 million and supporting 3000 Queensland jobs.
"The Queensland Government is committed to increasing tourism and will continue to work to ensure the future of Queensland's tourism industry remains bright," Mr Lawlor said.
To access the Snap-a-roo game visit www.experiencequeensland.com/snaparoo.
