ALEX RIDER COMPETITION GOES LIVE - IPR has teamed up with Walker Books to offer an adventure holiday to South Australia and Tasmania with Qantas Holidays, pegged to Anthony Horowitz's newest Alex Rider novel. Always keen to explore the outer perimeters of PR, IPR saw the new campaign as the ideal way to target the family market.

The competition features a dedicated competition micro site and will be live until the end of 2010. Concurrently the whole series of Alex Rider books (eight titles in total) have been ‘stickered' with our holiday competition details and are on sale in major bookshops nationwide to generate maximum interest and drive entrants to the website.

Entry figures for the competition so far (after less than one month) are over 3000 with 20% third party sign-ups to receive Qantas Holidays information.

For your own chance to win a family holiday visit (http://www.alexrider.com/australia). Feel free to pass the link on to friends and colleagues.

WORLD'S LONGEST GOLF COURSE, THE NULLARBOR LINKS, TEES OFF WITH MERCEDES - Launching the world's longest golf course was never going to be a straightforward task but IPR took this as ‘par for the course'. Stretching 1,365kms from Kalgoorlie in Western Australia to Ceduna in South Australia with one hole in each participating town or roadhouse, the Nullarbor Links Golf Course allows golfers to tee off in either location and follow the course along the Eyre Highway, playing a hole in each location, some as far as 100kms apart.

Not only is this an epic golfing experience, the course also provides travellers with a quintessential Australian driving experience, making Mercedes the perfect launch partner. IPR teamed up with Mercedes to invite a selection of high calibre journalists and a film crew to visit and test drive the route, resulting in a glut of coverage.

A wide range of newspapers, magazines and websites featured footage and editorial including The Independent, The Observer, The Irish Daily Mirror, Scottish Daily Record, FHM, www.tiscali.co.uk and many more.

(See YouTube video: Outback Golf. 1000 Mile Golf Course across Western and South Australia)

HAMILTON ISLAND BASKS IN "BEST JOB IN THE WORLD" GLORY - Hamilton Island enjoyed the highest number of visitors in six years last November, including a 19% increase from the UK and Ireland.

This success is in part being attributed to Tourism Queensland's ‘Best Job in the World' campaign which ended in December. The campaign saw the UK's Ben Southall win the widely publicised island caretaker role for the islands of the Great Barrier Reef, residing on Hamilton Island.

IPR was quick to maximise PR opportunities for Hamilton Island working particularly closely with the director of the BBC commissioned one hour documentary on the campaign which was broadcast at a peak viewing time on BBC 1 in July 2009.

KEY 103 RADIO - a fully integrated campaign for client South Australia with trade partners Austravel and Singapore Airlines, involving;

• micro-sites
• competitions
• newspaper and on-line advertising
• window displays
• editorial pegged to a week-long live broadcast on the radio station’s flagship breakfast show from South Australia

As a result of this campaign Austravel recorded a 34% increase in revenue and 24% increase in bookings to South Australia, as well as a 13.5% increase in passengers.