‘Best Job in the World’. That was the name of the multi-award winning, and unprecedented success, that took the world by storm in 2009, advertising to the world the wonders of the many islands along the Great Barrier Reef, but also grabbing their attention with something more than a holiday; It promoted a lifestyle. The campaign’s name spoke for what they were advertising in itself. A dream job, maintaining one of the Islands by cleaning the pools, feeding the fish, and exploring the island, while living in a three room villa on the island.
Needless to say, the promise of such a job attracted a lot of attention, especially when combined with the hype left from the recent movie ‘Australia’ (released the previous year). What really set this campaign apart, however, beyond the innovative promise of a job to call attention to the islands, was the (at the time) unique way in which it engaged with both traditional medias, and social medias; It’s use of the well-established Facebook, the up and coming Twitter, and the site I’ve talked about at-length on this blog: YouTube, combined with newspaper advertisements, advertisements on the side of billboards, and eventually news coverage, as the story of this campaign came more and more into the public’s’ focus and interest.
Many of you will know, of course, that this was not the first campaign of this kind to utilize social media as part of the campaign (the 2008 presidential election being an ample example of an earlier campaign, albeit different in agenda [Caar, D. 2008], but it undoubtedly stood out in how it engaged and interacted with the world. In order to apply for the job, people simply had to make 60 second videos explaining why they deserved it, which they then submitted to their website; islandfreejob.com. From there, they took the submitted videos, and posted them on their personalized YouTube account for the public to see, review and comment on, starting a direct dialogue with tourism Australia. This was a crucial component to this campaign, as it established an independent level of exposure that was ultimately seen by over 8.6 Million people. (H, Anthony. 2011)
This wasn’t the only way they interacted with the public, though, with a personalized page on the well-established SNS Facebook being ready to answer any queries offered (seen in figure 1), as well as the newly arising twitter. The person who won the job would have to also maintain a blog, detailing parts of the job, and their experience on the island, further engaging onlookers with a view as to what the life that Australia offered was like (the logo of which is depicted in Figure 2).
Such a promise took the world by storm, and Tourism Australia quickly found themselves overwhelmed by the sheer number of responses that came flying in. This brought the campaign right into the public’s eyes around the world, making it a promising and intriguing story for the traditional media of newspaper and news channels to report upon. This lead to an even greater level of exposure, and quickly turned the job into a kind of viral competition, with interviews of the top 50 candidates, and a ceremony for the person who ultimately got the job on live television.
Caar, D. 2008. How Obama Tapped Into Social Networks’ Power. [ONLINE] Available at: http://www.nytimes.com/2008/11/10/business/media/10carr.html?_r=0. [Accessed 10 August 15].
Hayes, A. 2011. The Best Job in the World & Beyond in a Brave New Marketing World. [ONLINE] Available at: http://www.brandrepublic.com/article/1089697/the-best-job-world—beyond-brave-new-marketing-world. [Accessed 11 August 15]
Tourism and Events Queensland. 2009. The Official Travel Blog of Queensland, Australia. [ONLINE] Available at: http://blog.queensland.com/. [Accessed 10 August 15].
Tourism Queensland. 2009. The Best Job In The World. [ONLINE] Available at: https://www.facebook.com/pages/The-Best-Job-In-The-World/150624521619910?fref=ts#. [Accessed 10 August 15].