The Best Job in the World – How it happened

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
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.













