Media: Hit or Miss - Tourism Queensland whets media appetite with 'island caretaker' job ad

Dream job? Tourism Queensland had the British public scrabbling for their CVs this week when it advertised the 'best job in the world'. The role of island caretaker, which will be based on Hamilton Island in the Great Barrier Reef, was expertly promoted by travel PR shop Hills Balfour Synergy. The agency's efforts resulted in widespread coverage in print and broadcast media - and watercoolers - across the UK.

How I see it

Tess Sullivan, Global PR manager, VisitBritain

The best job in the world? Arguably. Tourism campaign of the decade? Quite possibly. Generation Y is a notoriously difficult group to target and Tourism Queensland has come up with a fantastically clever idea, with global appeal.

The credit-crunch-busting campaign has already seen widespread coverage.

'Best job in the world' has permeated Twitter, with tweets from the US, Argentina, Australia, Germany, Spain and the UK calling it a 'stroke of genius'.

Tourism Queensland has all the natural ingredients for a successful tourism campaign but the timing is also significant. January is a key time for booking holidays and changing jobs. Preceding Australia Day will also help consolidate the message.


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