Tourism Minister, Peter Lawlor, has helped launch TQ's 'Queensland, Where Australia Shines' brand campaign in the UK, and social networking site facebook will be used in a bid to lure visitors.

Facebook users will have the chance to enter a new competition named 'Passport to Shine', touted as Tourism Queensland's "biggest ever holiday prize".

The 100,000 holiday for up to ten friends asks users to enter their favourite Queensland experiences into a "virtual passport".

"Passport to Shine celebrates Tourism Queensland’s new global brand, Queensland, Where Australia Shines, by telling facebook users the world over that Queensland is where they can have an unforgettable Australian holiday experience and ‘find their shine’," said Mr Lawlor.

"The UK is a very important market for Queensland with 240,000 visitors to the state in the year ended June 2010, making it our second biggest international market behind New Zealand.

"For this reason it is a perfect location to launch the brand internationally and kick off this exciting campaign," he said.

In the ten days since the competition was launched on facebook and You Tube, just 2,355 people have viewed the competition's video advertisement.