2009 ECHO Award - AMDIA

DIAMOND
AND A.EICOFF BROADCAST
INNOVATION AWARDS
TOURISM QUEENSLAND HAD A MISSION TO
MAKE THE ISLANDS OF THE GREAT BARRIER
REEF an international destination. During the northern
hemisphere’s winter, and at a time of rising unemployment,
a campaign recruited candidates for the world’s
best job: Islands Caretaker, a legitimate, salaried position.
In-store posters, along with newspapers and online
ads, recruited candidates, and an information site supported
by a strong social media presence got the word
out. Applicants were asked to submit a video application
demonstrating their knowledge of the islands. The
campaign captured global media attention, exceeded
application goals by twofold, and drew nearly 7 million
unique visitors in 56 days.
CAMPAIGN NAME – The Best Job in the World
CATEGORY – Travel & Hospitality/Transportation
CONSUMER ADVERTISING MEDIUM – Multimedia
CLIENT – Tourism Queensland
AGENCY – CumminsNitro Brisbane
JUDGE COMMENTS, DIAMOND AWARD– This was a tourist campaign masquerading
as a recruitment effort. Who wouldn’t want the best job in the world in the
most idyllic setting? This now famous campaign had a global reach and generated
high-volume, impassioned response among tens of thousands of applicants
and hundreds of thousands of voters. The Queensland Tourist Bureau owns
the phrase “best job in the world” from this remarkable program.
JUDGE COMMENTS, A EICOFF AWARD – A fl awless campaign that was brilliantly
executed and went viral.
Full profi le on page 69.
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