Indonesia’s ADR Group wins Tourism QLD’s Million Dollar Memo

Rusman Salem Mustam from ADR group was named the winner from amongst the top 20 finalists from 11 countries and regions after an eight day challenge spanning a range of Queensland destinations

By Aditi Bhonagiri in Queensland

Rusman Salem Mustam from ADR Group Indonesia was named the winner from amongst the top 20 finalists from 11 countries and regions after an eight day challenge which spanned a range of destinations and some of Queensland’s premium incentive experiences.

Tourism Queensland‘s latest global campaign, the Million Dollar Memo incentive challenge has been their largest logistical event ever organised with the biggest prize they have ever offered- AUD$1 million in Queensland incentive travel rewards for their staff.

ADR Group Indonesia celebrates their Million Dollar Memo win.
Photographer: Eddie Safarik for Tourism Queensland

The eight-day million dollar incentive challenge event, which kicked off on the Gold Coast on August 24 and finished yesterday at in Port Douglas saw national and international companies range from small businesses with less than a dozen staff to multinationals with thousands undertake an impressive amount of creative challenges.

Some of their incentive experiences included travelling by helicopter and Harley, visiting Brisbane’s Gallery of Modern Art, meeting dolphins, koalas, kangaroos and taking part in a mini surf carnival on the Gold Coast, cooking with some of Sunshine Coast’s top chefs, an indigenous dining experience under the stars in the heart of the Daintree forest, white water rafting on the Barron River and snorkelling in the Great Barrier Reef.

Lin Chia-Chieh of Yahoo! Taiwan’s Great Barrier Reef Experience as part of this unique experience.
Photographer: Eddie Safarik for Tourism Queensland

Minister for Tourism, Manufacturing and Small Business, Jan Jarett who announced the winner said “Rusman, the ADR Group Vice President of International Development would be the ’employee of the year’ after leading his company to the million dollar prize.”

“Even though only one company could win the AUD$1 million in Queensland incentive travel, our finalists, who could not be more diverse, are richer for their experience and our aim is for them to go home and inspire their company to choose Queensland as their next incentive travel destination.”

“As a part of our prize the ADR Group will bring as many of our employees, clients and partners to Queensland as possible,” said Rusman.

Tourism Queensland CEO Anthony Hayes said “over the coming months we will work with ADR group to help them design an incredible incentive travel experience for their company.”

“The Million Dollar Memo has already generated over AUD$ 22.5 million in global publicity for Queensland via both tourism Queensland and the companies themselves and we estimate the campaign message has reached an audience around five million, including entrants, personal contacts business networks, customers and suppliers.”

Hayes said incentive travellers spent around 2.5 times that of other travellers and Tourism Queensland hoped the Million Dollar memo campaign had helped position Queensland as one of the world’s top travel incentive destinations.

The finalists experienced a white water rafting experience and much more touring the state.

“We have a five year strategy aimed at positioning Queensland as a top travel incentive destination and our aim is to ensure that the profile the Million dollar Memo has given our state will help will help make sure that when companies reward their staff with travel incentives are looking for their next destination, Queensland is on top of their mind.”

The Million Dollar Memo campaign is proudly supported by Virgin Australia, Etihad Airways, Gold Coast Convention Bureau, Business Events Sunshine Coast, Tourism Whitsundays Convention Bureau and Business Events Cairns & Great Barrier Reef, Mackay Convention Bureau, Townsville Convention Bureau, Brisbane Marketing Convention Bureau.

To view finalist profiles or know more about the event please visit

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