Market Activation

What is Market Activation?

When Tourism Queensland identified the opportunity to use our Islands of the Great Barrier Reef as a new way of introducing Queensland as a holiday destination to the world, we thought long and hard about how best to get this message into the crowded international marketplace.  With some creative thinking and the foresight to focus nearly all our company-wide resources towards one big project, we created the Best Job In The World campaign, which as history shows, turned out to be an overwhelming success and firmly positioned Queensland on the international map.

Best Job In The World is a prime example of how Tourism Queensland is constantly on the lookout for innovative marketing and development opportunities that provide Queensland’s tourism industry with a leading competitive edge.  Market activation is about identifying these opportunities, and then activating them as big projects at a global scale.

What does the Market Activation team do?

Everyone’s heard how successful global companies such as Google and Apple have “crack teams” of innovators who’s job it is to come up with the next big thing that will provide them with a competitive edge.  Well, that’s what Tourism Queensland’s Market Activation Team does – and our sole purpose is to keep Queensland’s tourism industry ahead of the competition.

How does the Market Activation Team work?

1. We manage what we like to call the Ideas Factory.  Through the assessment of strategic challenges and opportunities facing our tourism industry, we generate new and innovative ideas that will provide Queensland with a competitive edge.

2. Each idea is then rigorously assessed, and if we select one which we believe could be a real winner, we then crank up the 'production line' of the Ideas Factory.  The production line is where we galvanise expertise from across Tourism Queensland and our industry partners to transform the idea into a global marketing or development project.  Once the project is successfully activated (we’re big on project management), we then move on to working on the next big idea.