The Best Job in the World
The successful applicant was not the only winner in "The Best Job in the World" campaign.
The global search for a caretaker at an Australian island resort on the Great Barrier Reef is actually one of the most innovative marekting ideas in a long time. Advertising companies and tourism organisations constantly struggle to find ways to get their messages heard in a relevant way to their target market, particularly during the current global financial crisis and swine flu.
Here are some key elements of the campaign and thoughts about how you apply the concepts to your organisation.
Designed by Queensland Tourism Board, the job interview process was a well-executed global advertising campaign that cost less than one millions dollars. The worldwide coverage, particularly in key target market areas of USA, UK and Asia, was based on news that was interesting and exciting as opposed to the usual "please visit our country".
- How can you create newsworthiness around your product or service?
- What event can you hold that the media would be interested in --- that you can tie your product into?
- What is cool about the value your product adds? What would the ideal person be like?
- Pull out a calendar and see what events you can leverage from other than the standard Christmas or Mother's Day campaigns.
- Think broadly about your target market --- what imagery would create an affinity with your product or service?
Oh, and the winner is ... http://www.islandreefjob.com/.