Access the case through the Cannes Video below and also through the attachment written by Head of Planning, Darren McColl (see attachment).
Tourism Queensland asked us to launch a new brand, the Islands of the Great Barrier Reef to Global Experience Seekers across eight key international markets. We drove people to an engaging website,
initially through online recruitment listings. We gathered user-generated content and supported the interactive campaign with a presence on social networking sites.
EXECUTION AND USE OF MEDIA
We created “The Best Job in the World” — a position that sounds too good to be true, but is a genuine opportunity with Tourism Queensland. The best thing about the job is its location — the
Islands of the Great Barrier Reef.
Recruitment was driven through online job sites and small display ads, directing traffic to islandreefjob.com.
The website featured stunning imagery of the region and drove job applicants to generate content promoting the region.
Throughout the campaign a presence on Myspace, Facebook, YouTube and Twitter allowed our audience to engage with the brand.
Some quantifiable measures that illustrate the impact of the campaign to date include: * Global news coverage, from CNN stories to BBC documentaries, and Time magazine articles and everything in
between. Estimated media coverage is valued at over AUD$400 million. * To date, the campaign has reached an audience of approximately 3 billion through media coverage. * The campaign was ranked 8th
on the international list for the world’s top 50 PR stunts of all time by international PR company, Taylor Herring. * 34,684, one minute video job applications from 197 countries. It’s safe to say
that at least one person from every country in the world applied. * Over 475,000 votes for Wild Card applicants. * Web stats of 8,465,280 unique visits, 55,002,415 page views with an 8.25 minutes
average time spent
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