Convergence: The Best Job in the World!!

12 Sep

The case I found is the “Island Caretaker” global searching campaign which was launched by Australia’s Tourism Queensland. The event was launched in January 2009 and the goal of it was to “explore the Islands of the Great Barrier Reef in Queensland Australia and report back to the world about their experiences.” The winner of the event can be offered a salary of AUD $150,000 (about USD $140,000) for a six month position and live in luxury accommodation on Hamilton island. Tourism Queensland called the position “the best job in the world.” There were more than 34,000 “would-be” caretakers in the world that uploaded a 60-second video to show their enthusiasm and creativity. There were 16 final candidates, 15 of them were chosen by Tourism Queensland and one of them was chosen by popular vote. The final 16 candidates spent 4 days on the island being interviewed about their blogging abilities, swimming skills etc. The final decision was made in May and the winner was Ben Southall, a British charity worker.

This case is obviously a really successful advertising campaign for Queensland tourism. In this case, not only those “would-be” caretakers joined the competition, people from all over the world also took the process by their vote and their discussion. After campaign, Ben had to manage the blog so the effect of the campaign can still be passed on. Australia provided money, by sharing video on Youtube, voting process and the blog, the fame and the beauty of the Great Barrier Reef were well known by the world. Applicants as performers provided their creativity; they gained fame and experiences (and money!!!!!). And audience provided spotlight, word-of-mouth is the key of this campaign. Of course, in this case, the Internet like Youtube, Facebool and blog was the stage!

There is an article: 6 lessons from the best marketing campaign ever, which was published by Fast Company which is a magazine talking about creativity in marketplace. The article mentioned “how they used social media to do it.” It indicated that the campaign created “an inherent reason for people to share,” we see different people from different countries sharing their different background to the world. I think that is the reason this campaign success.


8 Responses to “Convergence: The Best Job in the World!!”

  1. clocke22 September 13, 2010 at 3:07 pm #

    This does sound like an awesome job! This highlights how the Web 2.0 tools and promotions can be not only effective but also cost effective. The content is created/uploaded by users, who do it for free, onto free websites like Youtube, Facebook or blogs. I don’t know anything about the economics of advertising, but I would think it is safe to guess that a global marketing campaign would cost more than the $140,000-plus they are spending here.

  2. alonewithadream September 14, 2010 at 10:43 am #

    Clocke22 cited the economic advantages of a campaign that involves consumer participation, but I think there might be a psychological one too, especially in the instance of advertising. This campaign drew in thousands of contestants who likely will follow the winner’s progress. How do you think this will change the way advertising messages are distributed and the way consumers expect to be treated?

  3. Shine Lyui September 14, 2010 at 8:28 pm #

    I was stunned when I first saw the news back in 2009. The job definitely deserves the title and I couldn’t think of anything better than that (except winning 250,000 dollars from a 5 dollar scratcher ticket). To me the campaign was indeed a success in promoting and developing its tourism. Simply the 34,000 applicants form a big potential market, not to mention those who were merely captivated by the news. But still I am curious about how much revenue they actually generated from tourism after the campaign.

  4. Xuerui September 15, 2010 at 11:02 am #

    I have to say that marketers of this campaign are brilliant. If it were me, I would probably not expect this stunning results coming out. It is a great idea to take advantage of social media as part of communication campaign, especially for small companies without a lot budget. This campaign made promoting Queensland tourism entertaining, by attracting bloggers to vote, go to Queensland for a real tour, and share interests with friends through social networking sites. Only the title “best job in the world” could attract a lot of eyeballs.

  5. Carol September 15, 2010 at 7:58 pm #

    I think this campaign is so smart. I remember at that time, so many people talked about this job so that the TV news reported about it. And this action again makes the public notice the issue even more. By using the slogan “Best job in the world,” tourists will automatically relate that the island must be the “best place in the world” to go; I think it is brilliant. Youtube definitely encouraged the promotion of this campaign (and savie money for the advertising), for it leaves a space for people to comment and upload videos for free.

  6. morganyang September 17, 2010 at 3:11 pm #

    The campaign was sensational! I have remembered that there was a Taiwanese girl who went into the final round of this campaign. Speaking of the audience participation into media and makes an influence on the media producer, there was an advertising campaign several years ago. The company released an commercial on TV, the commercial was about a man and his decision between three women. The design of commercial is to allowed andience discuss and even join the script writing procedure on the website. The audience, digital actors and the producer interact through the games on the commercial website. With the sense of perticipation, the compaign becomes more successful.

  7. Mindy McAdams September 25, 2010 at 5:42 pm #

    Fast Company (which published your related article) is an excellent magazine, and this is a very interesting example of convergence. From the article: “… a single marketing campaign took home a Grand Prix award in three categories simultaneously — direct, cyber and PR — something that had never happened before in the 50+ year history of the show.” That’s certainly worth looking at!

    There is nothing at all in your post about Deuze’s article; it’s impossible for me to tell if you read it or not.

    I think the most interesting part of this case is that the winner didn’t just win a competition — he then had to blog, tweet, post photos to Flickr, etc., as part of his new job than he won.

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