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Case Study – ‘Best job in the world’ campaign winner of the inaugural PR award at Cannes 2009

Posted by prnext on July 20, 2009

Challenge:
Tourism Queensland of Australia, required an innovative and truly global campaign to raise the awareness of the Islands of the Great Barrier Reef and reflect the brand’s positioning concept  ‘Life Above’.
Objectives:
The agency (MS & L) had to reach ‘Global Experience Seekers’ on a mass scale, drive them to a branded website and expose them to the unique beauty and experiences available on the Islands of the Great Barrier Reef.
Brief Given:
Awareness objectives were to be measured by achieving global news coverage, web traffic, and reaching a goal of 14,000 video applications across 8 key international markets. The target audience was defined as ‘Global Experience Seekers’. These people were primarily targeted across key markets that have a higher propensity to travel to Australia  UK, USA, Europe, Japan, New Zealand, India, China, Korea. Existing research from Tourism Queensland and Tourism Australia, plus learning from key international markets, informed the definition of the target audience and the strategy of how to reach them.
The Situation:
The Best Job in the World’ campaign was created for Tourism Queensland, a government industry body designed to promote Queensland as a tourist destination throughout the world. When tourists plan an island holiday, destinations such as Hawaii, the Maldives and the Caribbean Islands immediately spring to mind. Although the Great Barrier Reef is a world-heritage listed natural wonder, the islands of the region are relatively unknown.
With a budget of $US1.2M to execute a global marketing campaign, there was need to create something newsworthy around the brand and rely on free mass-media coverage and social media to achieve our goals.
The Strategy and Execution:
The communications strategy was quite different from a traditional tourism campaign. The agency created ‘the Best Job in the World’ and opened applications to anyone anywhere around the world. The best thing about the generously-paid position was its location, the Islands of the Great Barrier Reef. Classified ads, job listings and small banner ads were strategically placed in key markets. Each market was provided with media releases, story lines, photography and access to core destination footage. Additionally, each market developed local ideas and media opportunities. The project scope incorporated set stages for further PR and media opportunities throughout the 12-month campaign. For example, the release of a short-list of 50 applicants provided the opportunity to drive greater awareness and exposure through targeted media releases. For each of these stages, content was planned and then adapted to suit each market and the actual project outcomes at the time.
Outcome:
No single tourism campaign (and potentially no single campaign) has ever had such a significant global reach across the spectrum of media and generated such a high volume and highly impassioned response from consumers. Global news coverage included CNN stories, BBC documentaries, TIME magazine articles and everything in between. Media coverage has been estimated at over $US100M from a campaign budget of $US1.2M.
34,684 applicants from 201 countries created 610 hours of video content which passionately promoted Tourism Queensland’s product.
– Over 450,000 votes for the Wild Card applicant.
– In 56 days islandreefjob.com had 6,849,504 visits, 47,548,514 page views with an average of 8.62 minutes spent on the site.
– A Google search for “best job in the world island” achieves about 52,500,000 listings, 231,355 blogs and 4,360 news stories.

Challenge:

Tourism Queensland of Australia, required an innovative and truly global campaign to raise the awareness of the Islands of the Great Barrier Reef and reflect the brand’s positioning concept  ‘Life Above’.

Objectives:

The agency (MS & L) had to reach ‘Global Experience Seekers’ on a mass scale, drive them to a branded website and expose them to the unique beauty and experiences available on the Islands of the Great Barrier Reef.

Brief Given:

Awareness objectives were to be measured by achieving global news coverage, web traffic, and reaching a goal of 14,000 video applications across 8 key international markets. The target audience was defined as ‘Global Experience Seekers’. These people were primarily targeted across key markets that have a higher propensity to travel to Australia  UK, USA, Europe, Japan, New Zealand, India, China, Korea. Existing research from Tourism Queensland and Tourism Australia, plus learning from key international markets, informed the definition of the target audience and the strategy of how to reach them.

The Situation:

The Best Job in the World’ campaign was created for Tourism Queensland, a government industry body designed to promote Queensland as a tourist destination throughout the world. When tourists plan an island holiday, destinations such as Hawaii, the Maldives and the Caribbean Islands immediately spring to mind. Although the Great Barrier Reef is a world-heritage listed natural wonder, the islands of the region are relatively unknown.

With a budget of $US1.2M to execute a global marketing campaign, there was need to create something newsworthy around the brand and rely on free mass-media coverage and social media to achieve our goals.

The Strategy and Execution:

The communications strategy was quite different from a traditional tourism campaign. The agency created ‘the Best Job in the World’ and opened applications to anyone anywhere around the world. The best thing about the generously-paid position was its location, the Islands of the Great Barrier Reef. Classified ads, job listings and small banner ads were strategically placed in key markets. Each market was provided with media releases, story lines, photography and access to core destination footage. Additionally, each market developed local ideas and media opportunities. The project scope incorporated set stages for further PR and media opportunities throughout the 12-month campaign. For example, the release of a short-list of 50 applicants provided the opportunity to drive greater awareness and exposure through targeted media releases. For each of these stages, content was planned and then adapted to suit each market and the actual project outcomes at the time.

Outcome:

No single tourism campaign (and potentially no single campaign) has ever had such a significant global reach across the spectrum of media and generated such a high volume and highly impassioned response from consumers. Global news coverage included CNN stories, BBC documentaries, TIME magazine articles and everything in between. Media coverage has been estimated at over $US100M from a campaign budget of $US1.2M.

34,684 applicants from 201 countries created 610 hours of video content which passionately promoted Tourism Queensland’s product.

– Over 450,000 votes for the Wild Card applicant.

– In 56 days islandreefjob.com had 6,849,504 visits, 47,548,514 page views with an average of 8.62 minutes spent on the site.

– A Google search for “best job in the world island” achieves about 52,500,000 listings, 231,355 blogs and 4,360 news stories.

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