Tourism Queensland's (TQ) was launched a groundbreaking “THE BEST JOB IN THE WORLD” campaign which is an online PR and viral marketing phenomenon that has generated worldwide attention.
Conceived by TQ and its Brisbane-based ad agency, CumminsNitro Brisbane, it was executed in the US and Canada by Quinn & Co. The concept was simple:
Interested candidates would need to post a one-minute video application on TQ’s website explaining why he/she should be chosen as caretaker of Hamilton Island on the Great Barrier Reef. The job would be a six month contract paying AUD$150,000 with a base on Hamilton Island in a rent-free luxury home and the opportunity to explore Queensland and blog about these experiences.
The story broke on 12 January 2009 in the UK with coverage in every daily national newspapers, plus interviews with TQ’s UK regional director on GMTV, BBC News, BBC1, CNN, GMTV, Channel 5 News on day one alone, plus radio interviews on national and local stations.
The selection process would include wildcard voting by the public and an interview in Queensland for the final 16. The final applicant would commence on 1 July 2009.