Tourism Queensland – Best Job in the World

To increase awareness and tourism to Queensland, especially among Generation Y, Hills Balfour launched the UK, Ireland and Scandinavian element of “The Best Job in the World” – a worldwide search for the position of an “island caretaker” on the Great Barrier Reef. To apply, candidates had to film a 60 second video on why they should get the job whose duties included feeding the fish, cleaning the pool and of course, regularly blogging about Queensland (http://islandreefjob.com.au/) . The integrated destination PR and representation campaign included print, online, email, brand partnerships, retail and point of sale elements. Hills Balfour achieved extensive coverage across all major national newspapers in the UK, Ireland and Scandinavia as well as broadcast interviews on major TV and radio networks.

The campaign generated 35,000 video job applications and well over 15 million world wide page views for a total PR value £12,000,000. “The Best Job in the World” was one of the most awarded campaigns ever. Here are just a few of the recognitions we received:

*  2010 Chartered Institute of Marketing Travel Industry Group Awards 2010: Best PR Tactical Campaign; Best use of Social Media and Integrated Campaign of the Year awarded to Tourism Queensland for Best Job in the World

•2009 Chartered Institute of Marketing Travel Industry Group Awards: Silver award for Best Viral Game awarded to Tourism Queensland for ‘Koala Pult’

•2009 Travolution Awards: Best Cross-Media  Advertising campaign awarded to Tourism Queensland for ‘Best Job in the World’

www.tq.com.au