Tourism Queensland - Islands of the Great Barrier Reef

Tourism Queensland - Islands of the Great Barrier Reef - The Best Job in the World

The Communications Council Gold, Australian Effie Awards, 2009

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Tourism Queensland - Islands of the Great Barrier Reef - The Best Job in the World The Communications Council Gold, Australian Effie Awards, 2009

Tourism Queensland – Islands of the Great Barrier Reef – The Best Job in the World

Agency: CumminsNitro Brisbane EXECUTIVE SUMMARY The “Best Job in the World” – no single tourism campaign, and potentially no single campaign has ever had such a significant reach or impassioned response, across all media. To increase international awareness of Queensland's 'Islands of the Great Barrier Reef, we created a reason for people all over the world to engage with the destination and aspire to experience it. We tapped into a universal desire and created a job that sounded too good to be true – anyone from anywhere could apply. The Caretaker role is a genuine employment opportunity, living on the Islands of the Great Barrier Reef and reporting back to the world. It's truly effective and original thinking. THE CHALLENGE Creating global awareness for a new tourism brand, with a small budget (by world standards) – what better challenge can you ever get? When tourists plan an island holiday, destinations such as Hawaii, the Caribbean Islands, the Maldives and the Greek Islands immediately spring to mind. And, despite the fact that the Great Barrier Reef is a world-heritage listed Natural Wonder of the World, the 'Islands' of the region are relatively unknown. In fact, approximately two million tourists visit the reef each year, but most are on day-trips rather than long-stay holidays. Therefore Our Top Line Challenge is Our challenge was to increase international awareness of Queensland's Islands of the Great Barrier Reef and transform a popular day-trip destination into an international tourist's dream holiday Based on experience,...