2009 IAB Awards | Brand Awareness & Positioning Winner

The Best Job in the World
Agency: CumminsNitro Brisbane
Client: Tourism Queensland

With the challenge of increasing international awareness of Queensland's Islands of the Great Barrier Reef and a budget of $1.2 milllion, CumminsNitro Brisbane's "Best Job in the World" campaign has captivated the world's attention – and that of the 2009 IAB Award judges. Creating a position that sounded too good to be true – people were directed to islandreefjob.com for more information on the opportunity and the Islands of the Great Barrier Reef. Using a strong combination of social media, online advertising and a comprehensive PR strategy, the campaign fed the world's media a rare 'good news' story in a time of rising unemployment, driving awareness of the region and directing traffic online to apply.

Applications poured in from around the world – a total of 34,684 applications from 201 countries – which generated 610 hours of video content promoting the Great Barrier Reef region. In 56 days islandreefjob.com had 6,849,504 unique visits, 47,548,514 page views with an average of 8.62 minutes spent on the site. By May 2009, a Google search for "best job in the world island" achieved about 52,500,000 listings, 231,355 blogs and 43,600 news stories.

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