10. Best job in the world
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One year on, the “Best Job in the World” social media marketing campaign is still making the news and promoting Queensland. A TV series arising from it is about to go on air and the team behind it is working on another major campaign.
The campaign has transformed the Queensland tourism industry and set a new benchmark for viral marketing campaigns using social media. Jane Nicholson, UK and Ireland Director of Tourism Queensland, drew a full house at Internet World when she spoke about the campaign.
The objective was to raise the tourism profile of the islands on Australia’s Great Barrier Reef. The idea was simple: to advertise the dream job of being caretaker on an idyllic island for six months on a handsome salary. Applicants had to make short videos saying why they should get the job and from these a shortlist, a group of finalists and a winner were selected.
Insider’s view
The Best Job in the World campaign has been extensively studied and described, but Nicholson gave an insider’s view from its early stages right through to today. She said that the team behind it was confident that it would work. But they could not have known how well. The headline figures are:
- Media coverage estimated to be worth AU$400 million (€278m), including a BBC programme and a special slot on Oprah Winfrey’s show
- An audience reach of 31 million people
- 34,684 one-minute video applications posted on YouTube from 200 countries
- 8.75 million visits to the campaign online
Read the full report on the AMAS blog
Back to contents of State of the Net issue 17
