Lessons Learned from the “Best Job In The World” Campaign

(15)

Okay, I applied for the job. So did everyone I know last year when Queensland, Australia conducted a highly visible marketing campaign aimed at increasing awareness of, and visits to, the region.

It was, essentially, a contest. But it was packaged as a job — for six months, the winning “applicant” would be flown first class to the Great Barrier Reef from anywhere in the world, where your only tasks would be to feed the dog, clean the pool from time to time, and blog about how amazing it is being there. All expenses paid. Oh, and a salary of USD$8,800 per month.

While traditional advertising and public relations supported the campaign, this was one that was won in social media.

The Wanderlust Report has a great set of lessons learned from this campaign.

  • User-generated content will challenge your intestinal fortitude
  • Social media costs more than you think
  • It takes more effort than you can imagine
  • Don’t try to make it viral
  • Planning and execution are key
  • Set goals so you can measure success
  • Don’t try to fake it: you’ll get caught

My favourite job application (and not just because this guy is from Canada too):

<h2>Campaign Results:</h2>

  • 34,680 job applications
  • $390 Million AUD of publicity
  • Australia tourism down, but Queensland tourism up 20%
  • 50% of Australia trips now include a Queensland component

Don’t forget to check out Wanderlust’s complete resources on the topic:

  1. Using Social Media In Destination Marketing
  2. Queensland: Social Media or Integrated Campaign?
  3. Key Takeaways from the Queensland Case Study
  4. Social Media Best Practices in Destination Marketing
Categories:
Advertising, Australia/New Zealand, Contest, Facebook Pages, Government, Photos/Flickr, Public/Media Relations, Travel / Tourism, Twitter, Video/YouTube, Viral Marketing 		  Brand(s):
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  • http://twitter.com/casestudonline/status/9841847246 CaseStudiesOnline

    New: Lessons Learned from the "Best Job In The World" Campaign http://www.casestudiesonline.com/bestjob

  • http://twitter.com/rickmans/status/9843271351 Rick Mans

    Lessons Learned from the “Best Job In The World” Campaign http://dlvr.it/4N1b

  • alexasamuels

    Mitch's application was my favourite shortlist as well.

    Thanks for sharing the case study. Good point about the team significantly underestimating the resources they would need – you should always consider contingencies for those wild black swan outcomes.

    The campaign was brilliant. By keeping the rules simple, achievable and left to the applicant's creativity, they prompted applications from people who would never normally dream of applying for such a contest (like yours truly) and who, by doing so, ended up promoting the destination to their own networks.

    Cheers,
    Alexa

    http://alexasamuels.com

  • http://twitter.com/jolienenis/status/10212640761 jolienenis

    A social media success story where everybody must have heard from :) http://bit.ly/b4cpZS

  • http://twitter.com/rssirteubal/status/10266906990 Ignacio

    Government | CaseStudiesOnline.com – While traditional advertising and public relations supported the campaign, thi… http://ow.ly/16LrEW

  • http://twitter.com/mediamentor/status/10527876618 George Lessard 

    Lessons Learned from the “Best Job In The World” Campaign | CaseStudiesOnline.com http://ow.ly/1ld9V

  • hibiscusjaune

    I'm glad that I heard about your page! Good idea to feature cases of social media since the phenomenon is still fairly new and poorly understood. I'll be checking back regularly for more updates!

    About this particular example, it reminds me of an article (http://www.canadianbusiness.com/after_hours/opi…) that I read on Canadian Business. The author is wishing that instead of being too self-deprecating, Canada would follow the example of New Zealand and try to attract high-skilled immigrant worker by promoting the country heavily! I like the idea of countries using social media to promote their country and get more educated people to move in. A little bit of competition doesn't hurt; I'll be curious to see the next country who will be brave enough to exploit social media advertising!

  • http://twitter.com/marcohendrikse/status/10619476175 Marco Hendrikse

    Lessons Learned from the “Best Job In The World” Campaign http://bit.ly/a4TVM3

  • http://twitter.com/baukelien/status/10619725996 Baukelien van Minnen

    met ook erg leuk sollicitatiefilmpje..RT @MarcoHendrikse: Lessons Learned from the “Best Job In The World” Campaign http://bit.ly/a4TVM3

  • http://twitter.com/gidsonline/status/10621454652 Redactie GIDS Online

    RT @MarcoHendrikse: Lessons Learned from the “Best Job In The World” Campaign http://bit.ly/a4TVM3

  • http://twitter.com/wildorb/status/11377294298 Wildorb Studio

    RT @todmaffin: Lessons Learned from the "Best Job In The World" Campaign http://bit.ly/b4cpZS

  • http://twitter.com/marketingmajors/status/12796837778 Marketing Majors

    Lessons Learned from the “Best Job In The World” Campaign | CaseStudiesOnline.com http://bit.ly/b4cpZS

  • http://twitter.com/deca_queens/status/12827975941 DECA Queens

    How do you give away the “Best Job In The World”? http://bit.ly/b4cpZS

  • http://twitter.com/socialmedia_jpn/status/21646060650 socialmedia jpn

    Lessons Learned from the “Best Job In The World” Campaign | CaseStudiesOnline.com http://bit.ly/9wyxPr #socialmedia #smm

  • http://twitter.com/snvaw/status/22737621359 Sasja van As

    RT @casestudonline: Lessons Learned from the "Best Job In The World" Campaign ##casestudies ##casestudy http://bit.ly/b4cpZS

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