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.