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
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