DGTL12002 Week 3

In 2009, Tourism Queensland launched what could perhaps be described as the most successful advertising campaign of all time. The Best Job in the World campaign reached out through various forms of advertising to advertise, as the title suggests, the best job in the world: a caretaker of the islands of the Great Barrier Reef stationed on Hamilton Island, and in the process hyped up mass interest in the Whitsundays at the same time. To get their message out, Tourism Queensland used almost every form of advertising imaginable, from the typical TV and radio advertising, to the increasingly popular use of social media, and even the increasingly unpopular through the (or is that decreasingly popular) use of print ads in newspapers. The way in which applicants could apply was by posting a video explaining why they should get the job. This was a highly innovative and successful way of running the competition, as it also gave other people the chance to watch all of the videos entered. This in a way meant that Tourism Whitsunday was getting tens of thousands of people to make them ads for absolutely free. This added onto the general hype surrounding the whole competition won the campaign a truckload of awards and proved it to be one of, if not the, best advertising campaigns of all time.