Queensland Tourism: "Best Job In The World" Ambient Advert by Cumminsnitro

Type of Entry: Integrated Campaigns
Category: Best Integrated Campaign Led by Direct Marketing
Title: BEST JOB IN THE WORLD
Advertiser/Client: TOURISM QUEENSLAND
Product/Service: ISLANDS OF THE GREAT BARRIER REEF
Entrant Company: CUMMINSNITRO Brisbane, AUSTRALIA
DM/Advertising Agency: CUMMINSNITRO Brisbane, AUSTRALIA
Creative Credits
Name Company Position
Merrin Mccormick CumminsNitro Copywriter
Ralph Barnett CumminsNitro Art Director
Cristian Staal CumminsNitro Art Director
Darren Mccoll CumminsNitro National Strategy/Planning Director
Anne-Maree Wilson CumminsNitro Account Director
Edwina Gilmour CumminsNitro Account Director
Nancy Hartley CumminsNitro Creative Director
James Burchill CumminsNitro Creative Director
Jason Kibsgaard CumminsNitro Senior Digital Producer
Adam Ford CumminsNitro Account Director
Matt Farrugia CumminsNitro Senior Digital Producer
Horia Traian CumminsNitro Head Of Technology
Glen Peterson CumminsNitro Senior Developers
Anton Ward CumminsNitro Senior Developers
Details
Describe the brief from the client:
The target audience were new customers, with a vague awareness of the Great Barrier Reef (and Australia), but no awareness of the islands. Our goal was to raise international awareness of the Islands of the Great Barrier Reef (a new brand for Tourism Queensland) and transform a popular day-trip destination into an international tourist’s dream holiday. Classified press ads, a PR campaign, in-store posters, online recruitment listings and display ads worked together to drive traffic to the website. Visiting and engaging with the website would drive visitation to the islands in the long term.
Creative Execution:
The best aspect of ‘The Best Job in the World’ is its location, and although the generous salary is appealing, the real reward is in spending six months living above the reef and exploring the region. The ‘Best Job in the World’ idea was born out of the brand’s positioning – Life Above and provokes Global Experience Seekers to engage with a unique brand asset – the Great Barrier Reef. This would be one of the only integrated international recruitment campaigns, and the only recruitment campaign used to launch a tourism brand.
Describe the creative solution to the brief/objective.
We tapped into a universal desire and created a job that sounded too good to be true - anyone from anywhere in the world could apply. The Islands Caretaker role is a completely genuine employment opportunity within Tourism Queensland, living on the Islands of the Great Barrier Reef and reporting back to the world. To apply, candidates had to create a persuasive and entertaining video application demonstrating their knowledge of the region. Tourism Queensland wanted to achieve 14,000 application videos from 8 key markets, plus news coverage in mass media and popular social networking sites.
Describe the results in as much detail as possible.
No single tourism campaign (and potentially no single campaign) has ever had such a significant global reach across the spectrum of media and generated such a high volume and highly impassioned response from consumers. - 34,684 applicants from 201* countries created 610 hours of video content which passionately 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. - Media coverage has been estimated at over $US100M from a campaign budget of $US1.2M. *Value of media coverage estimated by Tourism Queensland, as at 19/3/09. **Web-coded countries (only 195 countries are recognised by the UN).