‘Best Job in the World’ reincarnated: 6 jobs nationwide in $4m push

Tourism Queensland’s ‘Best Job in the World’ campaign is back, this time offering six positions around the country in a $4 million push from Tourism Australia (TA).

The campaign, which employed Englishman Ben Southall as an island caretaker on the Great Barrier Reef in 2009, has been reincarnated to promote Australia’s Working Holiday Maker (WHM) program.

TA has teamed with State and Territory tourism partners to target the international youth market, which often travels for longer and funds trips by taking on work while in the country. The segment, made up of 18 to 30 year olds, contributed nearly $12 billion in tourism spending and a quarter of all Australia’s international visitors last year.

Six ‘Best Jobs in the World’, each offering a six-month salary package of $100,000, have been advertised for, including a ‘chief funster’ in New South Wales, an ‘outback adventurer’ in the Northern Territory, a ‘park ranger’ in Queensland, a ‘wildlife caretaker’ in South Australia, a ‘lifestyle photographer’ in Melbourne and a ‘taste master’ in Western Australia.

Launching the campaign in Cairns today, Tourism Australia managing director Andrew McEvoy said the competition would encourage more young people from around the world to come to Australia to both holiday and work, helping to fill many unfilled tourism jobs across Australia.

“We’ve taken one of the most successful tourism campaigns in recent times and made it bigger and better by coming up with a competition which represents the very best of our country – our breath-taking landscapes and scenery, our unique nature and wildlife, great food and wine and, of course, our huge sense of fun,” McEvoy said.

“The youth market contributes more than a quarter of all Australia’s international arrivals. These are visitors who tend to stay longer, disperse widely and often come back again, with their families, later in their lives. For many young people, Australia’s working holiday visa programs provide the economic means to fund travel plans, and this is at the heart of our new campaign.”

“Despite recent challenges, such as the high Australian dollar and the global financial crisis affecting some of Australia’s traditional Western markets, the youth traveller segment remains an important part of Australia’s visitor mix.”

The youth segment contributes $12 billion annually in total tourism spending and delivers nearly 1.6 million (26%) of Australia’s international arrivals. In 2012, WHMs contributed $2.5 billion to the Australian economy and spent on average over $13,000 during their stay.

“This is a wonderful chance to reinforce and amplify our ‘There’s Nothing Like Australia’ message that Australia is a wonderful, world class destination full of unique experiences, adventure and great places to explore,” McEvoy added.

Industry partners for the campaign include Virgin Australia, STA Travel, Citibank, DELL, IKEA, Sony Music and Monster.com, who have created an online ‘jobs board’, advertising temporary jobs within the Australian tourism industry aimed at travellers visiting the country under Australia’s WHM program.

The focus will be on international markets eligible for Australian working holiday visas – the UK, US, Ireland, Canada, Germany, France, Italy, Sweden, Hong Kong, Taiwan, South Korea and Japan.

 

10 digital strategies for Aussie tourism marketers

With the arrival of the National Broadband Network (NBN) throughout Australia, a whole new realm of possibilities are presented to a variety of sectors. Recently I had the pleasure of speaking at the eTourism Innovation Forum on the Gold Coast to a wide variety of tourism operators.

Australian tourism is a $94.7 billion industry that employs half a million Australians and involves 54,608 businesses. In the 2010/2011 financial year, the tourism industry represented 2.5% of Australia’s GDP at a value of approximately $35 billion to the national economy.

Due to the GFC, parity with the US dollar, and a bunch of natural disasters, many international travellers from traditional markets are staying home, while record numbers of Aussies take advantage of the high dollar to head overseas.

Given the dire situation, as far as I can see, the best the tourism sector can do is market themselves, and market well. And making the most of digital marketing opportunities presented by the advent of the NBN should be a big part of that plan.

Here are 10 digital marketing strategies I recommended at the recent event for the tourism sector, many of which will apply to any business:

Strategy #1: You must have a website, but don’t just design for the web…

Having a website that displays well on mobiles devices is becoming more and more important as 50% of Australians now have a smartphone and a huge percentage of them access the internet on their mobile devices. When mobile optimising your site, there are a variety of factors to consider. To find out more about optimising your website for mobile and tablet devices see this article.

Strategy #2: Make it easier for people to get the information they want 

Do you like text chatting to friends on MSN, Facebook or Skype? Would you find it convenient to do the same thing on a tourism website you are browsing – say an accommodation place you are thinking of staying at?

Live chat is a great and affordable technology which would lend itself extremely well to the tourism sector, yet hardly any operators use it.

Save yourself the drawn-out games of phone tag trying to return calls to prospective customers and the endless emails. Seal the deal there and then with a live chat solution. I’m quite a fan of Zopim, though we’re currently trialling LiveChat.

Strategy #3: Let people book and pay 24/7

Continuing in the vein of making it quick and easy for people browsing our site to make a decision, it makes complete sense for tourism operators (and many other businesses) to offer facilities to check availability, book and pay online. Yet a huge number of tourism operators in Australia do not have this functionality in place. For example, less than 10% of operators listed on visitvictoria.com have online booking available to consumers.

There are a wide variety of online booking tools. The trick is finding the right one for you. Tourism Queensland has launched an online booking selection wizard, known as The Wiz which is worth checking out. You may also like the Tourism Exchange Australia (also known as TXA or ‘the Exchange’), a new national platform for the online distribution of accommodation, attraction, tour and event products.

Strategy #4: Encourage sharing on your site

These days the average Facebook user has 220 friends alone. Add social sharing buttons (as opposed to links to your Facebook brand page) to your site or blog and enable the ability for browsers on your website to ‘like’, comment on, tweet or share your page. Some leading social sharing websites to check out include sharethis.com, addthis.com and tweetmeme.com.

Strategy #5: Get smartphone savvy

Once upon a time, travellers would duck into internet cafes and jot an email home. These days they travel equipped with internet enabled mobile phones and tablets. This is something that can and must be considered when marketing to the modern day traveller. For instance they may leave purchasing decisions until much later, such as where they will travel to next, or stay the night, or eat out for dinner! If you are not well positioned on Google Maps, key directories and location based marketing tools (see strategy 10 for more), you have no chance of gaining crucial market share.

Strategy #6: Make an app and use apps to your advantage

Apps solve everyday problems and any savvy tourism operator would do well to spend some time discovering apps which may solve some of their problems, or those of their clients! This is a great article about app concept design, marketing and monetisation to get you started.

Strategy #7: Get social media savvy, quick!

Plenty of businesses have created a Facebook Page (some even a Facebook Profile in their business name – a breach of Facebook’s policy) and said they’re ‘doing social media’. At the talk I went through a checklist of things you should consider if you really want to get social media savvy. In short, you should have a social media strategy policy, get trained in social media and keep updated in social media if you want to stay in business.

Strategy #8: Use video to promote your attraction/location/place

Tourism is an extremely visual and emotive product and what better way than video to showcase the destination, attraction or location. In a future article I’ll go into video in more depth but for now trust me on the fact that if you’re in tourism, you should be using video to market your business.

Strategy #9: Connect with the right people the easy way

Targeting the corporate traveller? Hoping to connect with people from the education sector who might bring students to your age-appropriate or educational tourist attraction? Make LinkedIn your best friend. Using their advanced search function you can search by industry, location and many other criteria. Hit search and there is your hit list in one convenient list. No more painful door knocking, expensive advertising or trade shows.

Strategy #10: Check out the ‘check in’

Location based marketing is so relevant to the tourism sector. If you consider that the tourism sector is defined by industry products such as gifts and souvenirs, accommodation, cafes and restaurants, food and alcohol, cultural, historic and sporting venues and events, you’ll understand that these are all physical locations that the owner wants potential customers to know and frequent. Location based marketing includes social networks such as Foursquare, Facebook Places and more obscure ones such as OINK.

Importantly, Foursquare in particular offers tourism operators the ability to run a great loyalty program without silly coupons or loyalty cards. Simply list your venue, verify the listing and then start offering specials and tips and encouraging people to check in by promoting prompts to do so through signage at your premises and when dealing with customers.

Reward repeat or regular visitors and they’ll love you and your business for it!

Queensland, where Australia shines?

Tourism Queensland has revealed a new tagline as part of its $4 million tourism marketing campaign.

The tagline, ‘Queensland, Where Australia Shines’, was launched by premier Anna Bligh and tourism minister Peter Lawler on the Gold Coast this week. According to a Cairns.com.au report, Tourism Queensland interviewed more than 6000 Australians on their views of holidays and destinations in Queensland.

The multi-channel campaign includes TVCs, print ads and outdoor media utilising the new tagline to promote ‘shining moments’ in Queensland. A global social media campaign is also anticipated which includes the Queensland Holidays website and Queensland Facebook Page.

Tourism Qld launches $478k Tropical Treats campaign

Tourism Queensland has announced a campaign to attract consumers from Melbourne, Sydney and Brisbane to holiday in North Queensland as part of a $478,000 tourism marketing strategy.

The campaign ‘Tropical Treats’ aims to attract more visitors to the region during traditionally quieter months in the middle of the year and will incorporate more than 40 operators, television, print, online and in-store components.

Parliamentary Secretary for Tourism and Member for Barron River, Steve Wettenhall, indicated that the latest initiative is part a series of aggressive marketing activities coordinated by Tourism Queensland in an attempt to get more Aussie holidaymakers to the region.

“Campaigns like this are having a tangible impact domestically and have helped to support the industry through a particularly tough year. Last month I announced the ‘Feel a million miles away in a few hours’ campaign and late last year Tourism Queensland also coordinated the ‘Spend more time, not more money’ campaign for the region which resulted in nearly 7,800 room nights and an estimated $5 million in visitor expenditure,” said Wettenhall.

“More than 1.5 million Aussies visited Tropical North Queensland in 2009, increasing their spending on visits by 23% to $1.7 billion.”

Why social media and marketing dont mix

The reason why social networking websites are so popular

You’ve seen the news, been to the conference and watched the YouTube video. You can’t hide from it; social media is huge. In fact Facebook has almost 8 million users in Australia alone and Twitter is growing at a rate of more than 1000% per year. Face it – your grandmother is probably on some sort of social network by now — just cross your fingers you don’t end up coming face to face with her on chat roulette one night.

But why are social networks so popular?

Social networks are the new town halls, the village greens, the community noticeboards; the piazzas of 2010. They allow people to communicate with each other, but just as importantly, they allow people to create an online extension of their personality. It’s that simple. In fact, it’s where the name ‘MySpace’ comes from. The creators allowed people (kids mostly) to create their own personal space on the web.

Once upon a time people had secret diaries, bedroom walls covered in polaroids, a box of love letters hidden under the bed and a little black book of friends names, phone numbers and birthdays. Everything was on paper, and people shared information with their friends by handing it to them in person. Now all that personal stuff is stored digitally and people share it via email, or by uploading it to their favourite social network.

And people share rather a lot of stuff.

In fact, the average internet user spends almost 20% of their working day sending and receiving email (according to Radicati), more than five hours a month on Facebook, about two hours a month on Google and an hour and 20 minutes each month on YouTube (according to Nielsen).

And those are the figures for the average user. There are plenty of Facebook and YouTube fans who spend more time on those sites than they do sleeping.

It’s no wonder then that marketers are so keen to get their messages into these mediums.

Where marketers have been going wrong

The problem is, people don’t like sharing their personal space with marketers. Ask anyone who’s ever been called at 8 am on a weekend by their phone company, had a Jehovah’s Witness at their door or been offered a penis enlargement solution. People accept that they’ll see advertising on TV, and in the right-hand column on Facebook, but once brands start trying to infiltrate conversations outside the space where they have permission too, people get annoyed.

Shopping centre giant Westfield ran a promotion in the lead-up to Christmas last year. The idea was that if you changed your Facebook status to “All I want for Christmas is a $10,000 Westfield Gift Card” you went in the running to win one. It certainly wasn’t a terrible idea at face value. It generated a lot of publicity for the brand with more than 200,000 people changing their status, but inevitably, the novelty wore off quite quickly and a dozen popular anti-Westfield groups sprung up, including one titled IF ALL YOU WANT FOR CHRISTMAS IS A WESTFIELD GIFT CARD, I DONT WANT TO KNOW, which attracted more than 4,600 fans — only marginally less than the official application, which at last count had 6,778 fans (and keep in mind they were in it to win something). Other groups included THE LAST THING I WANT FOR CHRISTMAS IS A WESTFIELD GIFT CARD, and my personal favourite, Hey Westfield – stick your stupid f%#king gift card up your f%#king arse!!!

Despite actually working with Facebook on the campaign, Westfield also managed to fail on a couple of technical fundamentals as well. The entry mechanism was clearly against Facebook’s Terms of Service which stated that:

“In the rules of the promotion, or otherwise, you will not condition entry to the promotion upon taking any action on Facebook, for example, updating a status, posting on a profile or Page, or uploading a photo.”

And, as Damien Damjanovski explains in his Refined Geek blog, there were some other pretty basic things they could have done to create more buzz, like getting people to become fans of the brand rather than just updating their status.

Fashion brand Witchery recently provided one of the most notorious examples of a brand abusing the trust that exists in social networks. You’ve probably already heard the story, but in a nutshell, they posted a video on YouTube showing a paid actor holding a very prominently displayed jacket which had been left behind by a cute male owner. The video was her ‘plea’ to the public to help find him. The tale attracted widespread media attention, no doubt because of its similarity to the ‘NY Girl of My Dreams’ story which thrilled the world two years earlier, and the actor even went on live breakfast television claiming the story was true. It was, of course, completely made up and Witchery copped an enormous amount of flack for blatantly lying to the public.

The agency behind the campaign, Naked Communications, claimed the campaign was successful and cited independent research which backed their strategy up. But the raw data showed that 60% of people who were aware of the campaign were either unphased, sceptical or felt negatively about it. The sudden departure of the agency’s CEO straight after the debacle didn’t exactly send a message of success either.

Facebook advertising – just because you have permission to talk doesn’t mean they’ll listen

Trying to surreptitiously infiltrate social networks is one clear example of where marketers are going wrong, but sadly, even if you have permission to reach people via social network advertising, the chances of actually getting through to them are slim.

According to industry blogs and Facebook’s own forums, advertising click through rates (CTR) in the network average around 0.01-0.1%. If you can get more than 1 person in 1000 clicking your ad, you’re apparently doing well. Compare this to the average click through rate of Google’s AdWords program, which is around 1-5%, and you’ll quickly understand the difference between advertising something to a consumer who is actively searching for your product or service, and someone who mentioned something vaguely related to your product or service a year ago when they created their Facebook profile.

That’s not to say Facebook advertising doesn’t work. More often than not it’s just not the best place to be looking for prospects because they’re probably not in the mood.

Going ‘Viral’ on YouTube (and how much money you need to spend to make it happen for free)

So what about YouTube then? According to their official stats:

  • Every minute, 20 hours of video are uploaded to YouTube
  • 51% of users go to YouTube weekly or more often
  • 52% of 18-34 year-olds share videos often with friends and colleagues

Given that more than half the US population watch more than 100 videos on YouTube each month (according to ComScore), Youtube is more popular than any television network in the world. Considering it’s free to put a video on the site, you’d be forgiven for thinking that YouTube sounds like a marketer’s wet dream. It’s not.

According to Business Insider, more than half of all videos on YouTube are viewed less than 500 times and 30% of them get less than 100 views. A mere 0.33% are viewed more than a million times. 

While there are some great examples of corporations getting their clip to go ‘viral’, there is no magic formula to make it happen.

Producing entertaining content helps and making people laugh is a sure fire way to attract a little bit of attention (at least from friends of your friends), but there’s absolutely no way to predict how many people will end up seeing your video and that makes it incredibly hard to justify the production costs to whoever holds the purse strings.

You can’t make a video go ‘viral’ and given that 90% of videos are viewed less than 5,000 times, unless your production costs are close to zero, hoping your clip will spread over the internet like a rash is a costly gamble.

Tourism Queensland recently provided one of the best examples of how to use YouTube in the marketing mix. Beginning with a series of classified ads in the job sections of newspapers around the world, they advertised a position for an ‘Island Caretaker’ on the Great Barrier Reef – a 6 month contract paying $150,000 to basically have a tropical island holiday and blog about it.

It was a slow news week and news outlets from around the world quickly picked up on the quirky story. The total global advertising budget was rumoured to be in the millions, but the free exposure the organisation got was worth hundreds of times more than that in advertising value equivalency (an antiquated public relations term which means ‘the amount of money you’d have to pay to get the same amount of coverage via advertising’).

The result was around 250,000 views of the centrepiece video on YouTube – which is not a small number, but testament to the fact that if you want to guarantee more than a few thousand people see your YouTube video, you need an integrated global advertising and PR campaign, a big wad of cash and a generous slice from a lucky pie chart. In fact, as Tourism Queensland digital marketing manager Sarah Whyte explained to me, “the media publicity was a fundamental element underpinning the campaign — certainly in propagating the viral in the first instance.”

Social media as a customer service platform

Thinking back to that stats I mentioned earlier, you’ll remember that social media is big. People are used to communicating with each other online. It’s convenient, they can do it 24/7 and if companies are prepared to provide an online channel for their customers to use, they’ll respond happily.

Big companies, from Google to ABC Childcare, now use online forums as a way for their customers to get in touch with them 24/7. Company representatives keep an eye on the questions, but more importantly, so do other loyal customers, who often chime in with a helpful answer first.

People love to feel important and letting them speak proudly about a company they love is probably the best way to create brand ambassadors.

Optus and Telstra have also had huge success using Twitter as a customer service platform. Dedicated customer service teams monitor messages from the public and are committed to getting back to them quickly and professionally.

However, opening up your customer service to an online audience is fraught with risk.

When they’re upset people love to complain loudly and they love it even more if they know they have an audience. Once you give them a platform to yell, they will. And if potential new clients are using the same forum (or Twitter account), seeing a long list of gripes from existing customers isn’t exactly going to make you look awesome. And if you can’t get back to people as quickly as they think they deserve an answer, you’re going to make yourself look like you don’t care.

Once you start communicating on a social media channel you can’t change your mind and then shut it down again either. You’ll look like you’re crazy, or you don’t care. It’s like talking to your mum on the phone. If you suddenly stop calling one week she’ll think you’re on drugs. That being said, if you happen to work in the social media customer service department of a large company and forget which account you’re updating, people are going to think you’re on drugs anyway, as Westpac found out last week:

So what’s the moral to the story? How can you successfully use social networks to flog stuff, I mean, market things?

Social networks are spaces for individuals to communicate with each other, to hang out and to document their lives. It’s a place for friends (in fact, that’s MySpace’s strapline). If you want to get attention you’ve got to go about it the same way you would if you were trying to make a new friend: be interesting, be funny, talk about stuff they like and don’t be overbearing. Having a reputation that precedes you doesn’t hurt either – it’s much easier to make friends with a friend of a friend, and in the same way, if your social media strategy is backed up with a solid PR and above the line campaign, you’re more likely to make an impact.

Want more examples of how to do it right?

Stay tuned for my next column and we’ll go through a detailed list of Australian companies doing awesome things with social media at all levels – from small businesses, right through to the biggest banks. If you can’t wait, check out James Duthie’s great list of Australian businesses and brands on Twitter. It’s a year old now, so it’s probably a bit out of date, but it’s a great place to see some examples in action.

2010 marketing predictions

Last year I made some marketing predictions for 2009 and I was about 90% right. I failed to anticipate that house prices and car sales would go through the roof (although I did buy a house and a car, so go figure), and I thought Kim Jong Il would be dead by now, but other than that, 2009 was a predictably strange year for marketing. The social media goldrush took no one by surprise, but just like Ballarat circa 1860, the result has been a lot of people arriving in Twittertown and only a lucky few people finding anything worth taking to the bank. There were some memorable turkeys (iSnack 2.0 and Westpacs banana video for example) but also plenty of genuinely ingenious approaches to marketing in new, social, post GFC-environment (did I just say that?). Dominos iPhone app and of course Sapient Nitros success at Cannes with Tourism Queenslands Best Job in the World campaign were some of my favourites. If youre wondering what 2010 holds, beyond the death of despots, read on dear reader.

2010 Marketing Prediction #1: People will stop using the term social media.

Its going to take until December, damnit, but I think the recent death of The Photon Groups The Population gamble heralds the end of the goldrush. Social networks will still exist of course. Facebook will be as popular as ever, but PR agencies and marketing managers will start realising that social media was just a crap name for a bunch of websites where people talked to each other and un-tagged embarrasing photos. If all goes well, CEOs might even realise no-one actually cares and stop blogging.

Prediction #2: 2010 will be the year non-profit organisations do amazing things online.

They have the tools. The new breed of up-and-coming marketing geniuses who work in them know how to use them and the barriers are lower than ever. Fundraising online is now a cinch. The internets social revolution has made spreading the word easier than ever. The charities with the best ideas will win, the ones that fail to move forward will see their dollars eroded by the ones who capture attention. Micro-charities and smaller players will be at a distinct advantage.

Prediction #3: Ad agencies will employ augmented reality experts and use them to extract dollars from trend-conscious, clueless marketing execs and then laugh about it.

Much like they tried to do in 2009 with social media experts, and in 2005 with digital experts really. Itll work though, for a bit.

Prediction #4: Green will be the new black.

Green has been big for ages of course. Ill bet you fifty bucks your email signature has some wanky message about saving the environment. But unless your company is run by Tony Abbott, youre going to be under a more pressure to show the world what youre doing to reduce your carbon footprint than ever before. Governments around the world are now actually serious about it. Climate change is real. Watch companies of all sizes follow suit. Its going to be huge.

Prediction #5: Mobile.

Mobile has been the next big thing for ages, but smart phones were crap until the iPhone 3G came along. Blackberry and Nokia arent going to sit idly by and watch Apple steal all the fun, so expect some massive campaigns from them promoting the technology and some amazing applications that make use of portability, touch screens and improving network coverage.

Prediction #6: Companies will start exploiting GPS to a much greater extent.

If you know where people are, you can tailor marketing communications to them. Look at what savvy companies are doing with Facebook, Twitter and FourSquare. Its just a glimpse of what is to come. Check out Urban Spoon and a business search in Google Maps and youll see what I mean. GPS technology is the most important revolution in small business marketing since the Yellow Pages.

Prediction #7: Customer service will continue to be, generally speaking, crap.

Its just not sexy enough and marketers just dont have enough sway over it. No sane marketer is going to voluntarily take 20% of their budget and give it to the customer service department, and few CEOs are smart enough to understand the impact it could have because they dont have to wait on hold or visit the Department of Transport (or Centrelink, or the phone shop when their mobile breaks, or the bank). Telstra reckon theyre going to try, but, well, well see.

Prediction #8: Above the line will stay above the line.

TV, radio, print, and mass media as we know it will die, eventually. But itll be a S.L.O.W. boring death. Nothing much will change in 2010. The internet wont throw up anything massive. Social media wont save the day. Experiential will be sexy, expensive, risky, unproven and requisite of massive brass cojones. PR will be underfunded and continued to be thought of as the crisis management/press release department. I wish it wasnt so, but it is the way it is. Ratings, TARPS, distribution, reach and the stuff you can prove with hard numbers from massive global statistics corporations like Nielsen will continue to attract the big dollars. The other exciting new children will be put out in the cold to sleep with the wolves. Shame.

Prediction #9: Rupert Murdoch will try and make people pay for content and fail miserably.

Because he doesnt understand that he doesnt own the news. And that if they have to pay for it on his websites theyll just go somewhere else. And that people can find a trillion and one other more interesting free ways to entertain themselves online than reading his news. And that people will happily pay for content that makes them money, like The Wall Street Journal, but not pictures of boobies. Not even 157 of them.

Prediction #10: Marketers will know more about digital.

Seriously guys, sharpen up. Youre paying stupid commissions to underqualified interns to run your AdWords campaigns, you dont know what Google Insights is, you think banner ads are effective because they generate impressions, you still like Flash introductions, you spend about three times as much on your website as you need to because your ad agency is charging you $2,500 for account management nail polish when theyre just out-sourcing the thing to their cousin, you believe your media planner when they tell you taste.com.au is huge in the gay elderly male tenpin bowling demographic and you still cant open a .docx document. Wake the fuck up.

Forrester releases video contest report

Forrester has released a report exploring the marketing potential of user-generated video contests.

The research claims 21% of US, and 19% of European, marketers ran online advertising requesting user contribution in the preceding year. The medium’s popularity is slated to increase with nearly double the respondents intending to use the strategy this year. Forrester believes this popularity is being driven by the success of Tourism Queensland’s ‘The Best Job in the World’ and Doritos ‘Crash the Super Bowl’ campaigns.

The report found more than two-thirds of internet users watch online video at least monthly. Of these, 36% watch video posted by other people, 27% watch national news and only 21% watch clips of TV-programs.

Forrester claims youth audiences are best targeted through this medium, with 13% of 18-24 year-olds uploading a video at least monthly compared to just 6% of total internet users.

The report found the cost of execution for these campaigns ranges from US $10,000 to over $250,000.

Paid for: best job in the world

Tourism Queensland’s ‘The Best Job In The World’ campaign has outdone Tourism Australia’s sponsorship of Baz Luhrmann’s movie Australia.

Despite its cost of $1.7 million, juxtaposed with Australia sponsorship priced at $40 million, ‘The Best Job In The World’ campaign has been valued at $200 million.

The campaign has set a new record at the Cannes International Advertising Festival, receiving three Grand Prixs for public relations, direct advertising and web.

Don Morris, chairman of Tourism Queensland, said the campaign has become a case study on how to use social media.

No one has done this as a simple business story. This is a seriously interesting case study of how to use social media. Tourism Australia put $40 million into the Australia movie and it is ranked something like 469. The Queensland Government put $1 million and partners another $700,000 into the Best Job campaign, said Morris.

The integrated campaign began with print ads, but soon moved to web, YouTube and social media.

While the campaign was launched in the core target market of the UK, Morris said the campaign had transcended borders, bringing a massive ROI in Europe, North America and south east Asia.

It is estimated three billion people were exposed to the campaign.