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Tourism Queensland - “The Best Job in the World (180 sec)”
Tourism Queensland| Title | The Best Job in the World (180 sec) |
| Agency | SapientNitro Asia Pacific |
| Advertiser | Tourism Queensland |
| Brand | Tourism Queensland |
| Product Category | Destinations (Countries & Places) |
| Campaign Name | The Best Job in the World |
| More Information | http://www.ourawardentry.com.au/bestjob/ |
| Country of Production | Australia |
| Media Type | Case Study |
| Length | 180 Seconds |
| Awards | D&AD Awards / Yellow Pencil, 2010 (Black Pencil) for Direct: Integrated D&AD Awards / Yellow Pencil, 2010 (Black Pencil) for Integrated London International Awards - LIA, 2009 (Gold) for Online Campaign London International Awards - LIA, 2009 (Gold) for Integrated Campaign London International Awards - LIA, 2009 (Grand LIA) for Integrated Campaign London International Awards - LIA, 2009 (Gold) for The NEW Category CLIO Awards, 2009 (Gold) for Innovative Media The New York Festivals International Advertising Awards in All Media, 2009 (Gold World Medal) for Transportation/Travel/Tourism The New York Festivals International Advertising Awards in All Media, 2009 (Gold World Medal) for Transportation/ Travel/ Tourism The New York Festivals International Advertising Awards in All Media, 2009 (Gold Award Winner) for World of Mouth / Buzz The New York Festivals International Advertising Awards in All Media, 2009 (Grand Winner) for Digital + Interactive Cannes Lions International Festival of Creativity, 2009 (Grand Prix) for Interactive Campaign Cannes Lions International Festival of Creativity, 2009 (Gold Lion) for Travel, Entertainment & Leisure Cannes Lions International Festival of Creativity, 2009 (Grand Prix) for Best Integrated Campaign Led by Direct Marketing Cannes Lions International Festival of Creativity, 2009 (Gold Lion) for Travel, Entertainment & Leisure Cannes Lions International Festival of Creativity, 2009 (Gold Lion) for Traffic Building Cannes Lions International Festival of Creativity, 2009 (PR Grand Prix) for Best International PR campaign Cannes Lions International Festival of Creativity, 2009 (PR Lion) for Best Use of the Internet, Digital Media and Social Media Cannes Lions International Festival of Creativity, 2009 (PR Lion) for Travel, Tourism & Leisure |
| Creative Director | James Burchill |
| Art Director | Ralph Barnett |
| Art Director | Cristian Staal |
| Copywriter | Merrin McCormick |
| Strategic Planner | Darren McColl |
Concept
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.
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
In 56 days Islandfreejob had 6.849.504 visitors
34.684 applicants from 21 countries