New Media ICA 1

Successful Story: Best Job in the world Campaign

Background of Campaign•Launched in January 2009 by Tourism Queensland,

Australia

•Its aim embark a global search for a suitable island

caretaker to explore the Islands of the Great Barrier Reef in

Queensland Australia and report back to the world about its

experience.

•The concept was simple: post a one-minute video

application on TQ’s Web site

Type of Media Platform Used

• Social Media Facebook TwitterInteractive WebsiteYoutube

• Traditional MediaPublic Relation

Facebook• Created a Facebook Page which talk about the island and

campaign

• Aim was to let the fans on facebook to refer their friends to

the website

• Results 378,735 facebook referrals in 12 months and a 67%

increase in TQ Facebook fans 2,356 (Jan) to 7,196 (Jun).

Twitter• One of the social media platform used was Twitter.

• created the twitter account to let their audience follow their

tweet and thus from there proceed on to their main website.

• Result there was a 93% increase in TQ Twitter followers 335

(Feb) to 5,302 (Jun) along with 24,782 Twitter referrals to

islandreefjob.com.

Youtube

• Beginning aim to upload a video to Youtube and explain why

he/she is fit for the job

• They used Youtube to advertise about the recruitment of the

job and the island

• 610 hours of user generated content on

islandreefjob.com/Youtube following application process.

Interactive Website• Aim for the campaign bring in 400,000 people into the

website within 1 year of the campaign

• Result 3 billion people via islandreefjob.com and 8,465, 280

website visits.

• The number of page views for the website was 55,002,415

with people spending about an average of 8 minutes on the

website.

Reasons why they were successful

• Campaign attracted over 34,000 applications from Azerbaijan

to Zimbabwe

• Within 48 hours of having the campaign launched on the

internet and the social networking sites like Facebook and

Twitter, there were already more than 7,500 online

applications for the job.

Reasons why they were successful

• Its official launch of the advertisement more than 200,000

people logged on to the site in the 1st weekend alone

• Received global news coverage from variety of news media

companies like CNN, BBC, Time Magazine and Private Eye

• Picked up the top awards at Cannes Lions and became the

first ever campaign to win 3 Grand Prixs (Cyber, PR and

Direct).

Reasons why they were successful• The campaign itself won two Platinum awards and a Best of

Show for best worldwide PR campaign of the year at the 2010

HSMAI Adrian Awards.

• more than $106 million worth of ad value for worldwide

publicity

• 647 million media impressions in the U.S. and Canada alone.

Conclusion• The initial campaign aim were set low did not

expect many media impression on the recruitment

• Thought of using social media due to lack of

budget funds

• They have won many awards and show outstanding

result from the campaign