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Tourism Queensland - "The Best Job in the World (180 sec)" - SapientNitro Asia Pacific

  • The Best Job in the World (180 sec)
  • Tourism Queensland
  • Tourism Queensland
  • SapientNitro Asia Pacific
  • Australia
  • The Best Job in the World
Product CategoryDestinations (Countries & Places)
More Informationhttp://www.ourawardentry.com.au/bestjob/
Media TypeCase Study
Length180 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.

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