Lessons Learned from the “Best Job In The World” Campaignby Tod Maffin, Publisher, CaseStudiesOnline.com
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.
- 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):
- 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:
- Using Social Media In Destination Marketing
- Queensland: Social Media or Integrated Campaign?
- Key Takeaways from the Queensland Case Study
- Social Media Best Practices in Destination Marketing
Advertising, Contest, Facebook Pages, Photos/Flickr, Public/Media Relations, Travel / Tourism, Twitter, Video/YouTube, Viral Marketing
Cummins Nitro, Queensland