Tourism Queensland - "The Best Job In The World (310 sec)" by ANDY Awards 2010
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Tourism Queensland - "The Best Job In The World (310 sec)"
- Brand: Tourism Queensland
- Country: Australia
- Advertiser: Tourism Queensland
| Title | The Best Job In The World (310 sec) |
| Agency | SapientNitro Asia Pacific |
| Campaign | The Best Job in the World |
| Advertiser | Tourism Queensland |
| Brand | Tourism Queensland |
| Posted | March 2010 |
| Business Sector | Destinations (Countries & Places) |
| Philosophy | We created "The Best Job in the World" - Islands caretaker working for Tourism Queensland. It's not a gimmick - it's a real job exploring the islands and reporting back through online blogs, photos and video diaries. We placed simple press ads in traditional recruitment and fed the world's media a "good news" story in a time of rising unemployment. |
| Problem | To raise awareness of the Islands of the Great Barrier Reef |
| Result | More than $US100M worth of media coverage (from a budget of $US1.2M) In 56 days Islandfreejob had 6.849.504 visitors 34.684 applicants from 21 countries |
| Media Type | Case Study |
| Length | |
| More Information | www.ourawardentry.com.au/bestjob/ |
| AI Description | The ad campaign, titled "The Best Job In The World," by Tourism Queensland, showcases a creative approach to promoting the Great Barrier Reef's islands. The initiative advertised a position for an island caretaker, offering both an attractive salary and the unique opportunity to live in a beautiful destination with accommodation and pool amenities. This role encouraged applicants to blog and share their experiences online through videos and social media. The campaign spread internationally, generating massive interest and media coverage from over 197 countries and accumulating millions of website visits and applications. During times of high unemployment, this innovative approach inspired adventurous spirits globally, capturing imaginations through a blend of news features, compelling visuals of tropical locations, and interviews with various applicants. Participants from diverse backgrounds highlighted the worldwide allure of exploring Queensland's natural wonders, significantly boosting tourism awareness and engagement. |
| Creative Director | James Burchill |
| Art Director | Ralph Barnett |
| Art Director | Cristian Staal |
| Copywriter | Merrin McCormick |
| Strategic Planner | Darren McColl |