Many companies have effective and successful marketing campaigns, John Lewis Christmas adverts, Nike-Just do it, McDonald's I'm lovin' it and Cokes- share a coke with, are to name just a few. However the world hadn't seen anything like Tourism Queensland's "Best Job in the World" campaign.
Back in 2009 many industries were still feeling the effects of the economic downturn, including the tourism industry. Many tourists decided to holiday at home instead of travelling abroad. Tourism Queensland wanted to attract more visitors to its glorious white sandy beaches, unexplored outback and spectacular Great Barrier Reef. They appointed marketing agency Sapient Nitro in order to attract more visitors.
Tourism Queensland set them the task to-
- Attract a worldwide audience to Hamilton Island, Queensland
- With a budget of $1.7 million dollars
Sapient Nitro came up with a brilliant idea to advertise the job of 'Island Caretaker'.
The Job
- Write a weekly blog post whilst living rent free on Hamilton Island for 6 months. Feed some of the many species of fish that can be found around the Islands and collect the islands mail whilst earning £73,000
In order to apply for the 'Best job in the world' which required no experience applicants were instructed to upload a 60 second video explaining why they should be selected for the job. The videos had to be uploaded to www.islandreefjob.com
The Result
The response to the job advertisement were extraordinary within just the first six weeks of the job vacancy being advertised over 34,000 applications had been received coming from almost 200 countries! Altogether over 550 hours worth of applicant video's were uploaded to the www.islandreefjob.com website. The website received 6.8 million monthly visitors, 54 million page views and earned more than $260 million in media value.
Ben's winning video.
The Winner
Ben Southall a charity fundraiser from Petersfield, Hampshire in the United Kingdom beat 15 other finalists to be appointed Caretaker of the Islands on May 6th 2009. Since becoming Caretaker of the islands Ben has been Scuba diving in 15 different locations across the Great Barrier Reef and travelled by catamaran, yacht, jet-ski, kayak, motorcycle and seaplane in order to explore as much of the islands and the Great Barrier Reef as he can during his 6 months on the island.
Ben's Adventures
The Awards
The campaign has won numerous awards including, the Cannes Lions PR Grand Prix and the Cannes Lions direct marketing Grand Prix. After the success of The Best job in the world campaign in 2009 a further campaign was launched in 2013 this time with 6 jobs available.
The campaign has won numerous awards including, the Cannes Lions PR Grand Prix and the Cannes Lions direct marketing Grand Prix. After the success of The Best job in the world campaign in 2009 a further campaign was launched in 2013 this time with 6 jobs available.
Surely this has to be the best marketing campaign in the world ?
References-
http://www.doz.com/content/case-study-best-job-world
http://blog.queensland.com/best-of/best-job-in-the-world-best-of/
http://www.bensouthall.com/blog/
http://www.theguardian.com/media/2009/jun/23/best-job-advertising-awards
I find this blog very interesting to read and is useful in terms of the different marketing strategies, big companies are using.
ReplyDeleteVery interesting and easy to understand. Keep up the good work!
ReplyDeleteWhat is your personal opinion on this marketing campaign, do you think it is the "best" in the world?
ReplyDeleteI do find this blog very interesting though, well done!
In my opinion this is one of the best marketing campaigns as it attracted the publics attention in a unique way by asking them to upload their own videos to the website and the job was open to people from all over the world by the use of social media and online advertising. Would you view this marketing campaign as one of the best in the world? Thank you!
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