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Tourism Queensland Wins Cannes International Advertising Festival Awards
Queensland, June 29, 2009 – Despite a limited budge of $1.7 million, Tourism Queensland has outperformed even those $40 million budget. Thanks to it “The Best Job in the World” advertising campaign, a new record has been set at the Cannes International Advertising Festival. Tourism queensland took home three Grand Prixs for public relations, direct advertising and cyber websites.
“No one has done this as a simple business story,” said Tourism Queensland chairman Don Morris. “This is a seriously interesting case study of how to use social media. The campaign attracted 34,000 entries from almost 200 countries. Meanwhile, media coverage about the campaign has been valued at more than $200 million. It is estimated that at least three billion people were exposed to the campaign.
The campaign was first launched as a press ad in the newspaper classifieds looking for applicants for The Best Job in the World. This entails being a caretaker on Hamilton Island for six months. Soon, it branched out by using a website and YouTube to promote the campaign.
Hamilton Island has benefited with increased tourists to the island. Amway Australia also chose it as the destination for its 2010 conference. When the campaign ended last month and 34-year-old charity events organiser Ben Southall was named the winner, interest in the promotion had become so high that 22 international and local media crew members attended the announcement event.
Source:
theaustralian.news.com.au
