www.bestjobben.com

My life as the Island Caretaker….

The Best Job in the World – How it happened

June21

 

 

 

 

 

The best PR campaign in the world, most definitely!

Tourism Queensland worked tirelessly with marketing gurus, Cummins Nitro, to produce the Best Job in the World campaign with an idea which started to germinate in March 2008. After 10 months of hard work the finished product was presented across the planet in January 2009 and within 6 weeks 34,684 enthralled applicants had entered the race for the role.

Here’s how the Cummins Nitro site reports on their campaign…

Campaign Case Study Stage 1 – 2

www.islandreefjob.com

STRATEGY

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 and display ads. 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.

RESULTS

Figures at the end of the Wild Card voting:

  • 36,648 applicants from 201* countries created 610 hours of video content which promotes our 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 43,60 news stories.
  • Media coverage has been estimated at over $US100** million from a campaign budget of $US1.2 million.

*Web-coded countries (only 195 countries are recognised by the UN).
**Value of media coverage estimated by Tourism Queensland, at 19/3/09.

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www.bestjobben.com

My life as the Island Caretaker….

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FIFA World Cup 2010

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World Cup Logo World Cup evidence!

There was no way I could head home early from South Africa back to Queensland without taking in a World Cup football match, I mean the atmosphere here has been totally electric!!

Firstly I was down in Cape Town to visit a good friend of mine Jason Cummings whose family I’ve known for years as they own the Beaver Creek Coffee Farm in port Edward where I lived. Jason left for Cape Town years ago and is now the Business Director of a cutting edge digital marketing company called Big Wednesday who operate from a pretty sexy office setup right in the centre of South Africa’s mother city.

As the Best Job in the World campaign was right up there street he asked me ages ago to talk to their staff and clients all about the project, the digital side of it and why on earth I won. I flew down to CT for a few days, explored the city again, soaked up the pre-World Cup atmosphere, made a presentation and had a night out on the town with hundreds of over people on Long Street. It truly was an international festival of fun!

Jason and I with our new shirts! Long Street, Cape Town

I flew back to Durban ready to take in one last activity before flying back to Queensland – a World Cup game! Having worked whilst on holiday for Emirates and the KZN Government I was able to get a pretty decent ticket for the opening game at the Moses Mabida Stadium in Durban.

WorldCupPano_small

After a fantastic welcome party at uShaka complete with Zulu dancers Ina Cronje the Finance Minister who has very kindly been looking after me whilst here in SA, and I headed in convoy through the streets of Durban past waves of gold and green Australia supporters to the stadium. Where were the German fans??

Zulu dancers Ben & Ina

It looked absolutely stunning with lines of people entering from the Fan Parks, lights beaming up into the sky and a buzz I’ve never really felt before from a sports match. We made our way to our seats which happened to be about three rows away from the South African President Jacob Zuma and settled in for a good game…..at least I hoped so!

President Jacob Zuma Teams line up Durban Stadium Greg from Sydney

Germany v Australia could have been a well-fought match I thought, ok on paper Germany should easily beat the Socceroos but I saw the Aussies play a few months ago and they looked pretty effective – although it was against Indonesia.

The sound of the vuvuzela’s was deafening, they’re an African horn which everyone is using here and the sounds goes around the neighbourhoods from 5am until 1am – literally ALL day and here was no different.

As soon as the whistle went the German team looked typically efficient, well organised and methodical – exactly as we’ve come to expect. Within 10 minutes the first goal had tugged at the back of the net – a blasting drive from Podolski, and the Germans never looked back.

By half time the scoreline had been doubled with Klose heading in from close range and the halftime whistle couldn’t have come early enough for the disillusioned Australians – something was missing – virtually any resistance or midfield!

Sorry Australia

To be fair they did return to the pitch with renewed vigour and drive; finding men, completing passes and generally offering some determination that just hadn’t been seen in the first half….until Tim Cahill was shown a totally unjustified straight red card reducing the team down to 10 men for the remainder of the game.

And the Germans took full advantage – it was backs to the walls for the Socceroos and two more goals were to follow in what turned out to be a complete walkover – GERMANY 4 AUSTRALIA 0

A comprehensive message sent out to the other teams who think they stand a chance in this World Cup. They were good….very good.

COME ON ENGLAND – YOU HAVE A LONG WAY TO GO TO BEAT THIS LOT!!!

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A pan view of the Moses Mabida stadium awaiting the arrival of the teams! Location: http://j.mp/dprwNL

June13

Zulu girls dancing and going crazy!!! Africa is Alive and embracing all people today :)

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The tempo is picking up here! #WorldCup fever hits the streets

June10

This is the sound of the African vuvuzela! Fans from all over the world starting to mass here

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South Africa – images from my holiday….

June8

From Port Edward in the south, to a few days in Durban, recovery in the Drakensberg to a microlight flight over KZN.

Not a bad place to be hey?

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