The Best Job In the World Tourism Queensland

MKTG 437Case Study #13

Company Description Tourism Queensland

Governmental marketing agency To Promote Tourism

Queensland Tourism

There's Nothing Like Australia: Video

Digital Marketing Challenge

Change Perceptions of the Great Barrier Reef Vacation

Goal: Currently viewed as a day-trip

destination. Create a different perception: An

international tourist’s dream holiday vacation destination.

Drive "Queensland' vacation destination visitor numbers up over the long term.

Target

Worldwide audience The ‘global experience

seeker’ High level of education Self-challengers Love social interactions

and learning about new cultures

Travel somewhere new and exotic – Go beyond major cities

Holiday Immersion experiences "Get In Amongst It!"

Target MarketInternational Travel Statistics - The US Market

Favorite TV Show

and Personalit

y

Campaign Objectives

Extend awareness of tourist destination across the globe (among target mkt).

Facilitate direct (online) response and search for information about tourist destination.

Grow consideration of tourist destination as one of the "must do" places.

Action A Contest – Winner Gets a Job:

Caretaker of An Island in the Great Barrier Reef

It was a real employment opportunity with Tourism Queensland.

Caretaker job included: Living on the island (All Expenses Paid) Reporting back to the world via online social

media Not only did you get to live there but you

also get a salary of $150,000.

Action Island Caretaker Role

Clean pool, feed fish, collect mail, and report back to the world on adventures living and working in the Great Barrier Reef.

How Do You Get This Job? Like any job: Apply! Submit a 60-Second Video demonstrating

why they want the job and what they can uniquely contribute to the position.

Judged on creativity and skill as a caretaker.

The Campaign

http://www.youtube.com/watch?v=_-mqrnT9It8

http://www.youtube.com/watch?v=xUFm8CJWJ14

http://www.youtube.com/watch?v=UGsJBdbDL4c

And the Winner Is... BEN

SOUTHALL

http://www.nbcnews.com/video/nightly-news/30601405#30601405

The Winning Application Video

Results Media Reach

3 billion people across the globe Direct response

34,684 videos job applications submitted from 197 countries

At least one person in every country submitted a video More than 475,000 votes cast 154,000 subscribed to RSS updates

Website stats 8,465,280 visited the website Google search produced 148 million associated listings

Connection to social media and content created by participants

231,355 blogs 371,126 visitors on Facebook 578 hours of campaign-related videos on YouTube 4,486 pictures to chose from on Flickr

Facilitate direct (online) response and search for information about tourist destination.Grow consideration of tourist destination as one of the "must do" places.Build Awareness of Great Barrier Reef/Queensland

Spurred MoreBest Jobs Campaigns

Other Best Jobs in the World Campaigns

A New Campaign!

Target audience fueled social media growth of the campaign – very familiar with social media and eager to share – videos produced, watched and emailed around the world.

Individuals were motivated to fuel the campaign though social networking sites and regular participation in a wide variety of online communities.

PR in traditional media seeded the campaign – CNN, BBC, Time Magazine

Ranked 8th on the all-time list of PR marketing actives

Lessons Learned Use of multi-media (cross-channel)

campaigns helps reach more people. Website, Facebook, Instagram,

YouTube Integrated traditional and new

digital media Harness all channels to connect with

target audience – email, search, social media, television, print all were used.

Know Your Target

QUESTIONS?