‘Best Job in the World’ advertising was a brilliant way to use a limited budget of 1.2 million dollars and use the creativity of people, the world wide exposure of television and the networking afforded by the internet. Though the world was facing a Global Financial Crisis and then the Great Recession, the job garnered 35,000 applicants. Creating Queensland as a global tourism brand and selling it to the world through global job listings had people aware from all over the world. Then using YouTube to have the job applicants apply allowed for user to system interaction through the public viewing the content and commenting which allowed for the brand and message to exponentially grow. Due to the ads creating worldwide knowledge it was international news when the candidate was chosen, and the winner also had to write a weekly blog which allowed for the world to interact with winner.
Rampell, C. 2010, The ‘Great Recession’Earns Its Title. 30 July 2010. The New York Times. Available from: http://economix.blogs.nytimes.com/2010/07/30/the-great-recession-earns-its-title/ [20 July 2013].
Marketing Institute of Singapore, 2011. Tourism Queensland The Best Job in the World. [online], 3-15., http://strongerhead.com/wp-content/uploads/2012/10/DSMM-IMC-project-Best-job-in-the-world-ref-2.pdf, [accessed 20.07.13].