Promotions to learn from

Tourist destinations could take a lesson from Australia’s Tourism Queensland, which recently kicked off an impressively clever promotion, which instantly gained global attention: an international recruiting contest to fill what it calls The Best Job in the World, a highly paid, 6-month position living the high life, all the while spotlighting the Great Barrier Reef Islands.

The plush job includes live-in accommodations in a luxurious, 3-bedroom house on Hamilton Island and a salary package of AUD 150,000 plus airfare, the Island Caretaker position will involve responsibilities including exploring the surrounding islands and reporting back to Tourism Queensland—and the world—via weekly blogs, photo diaries and video updates. Applicants can be from anywhere in the world, as long as they submit a 60-second video application by 22 February. Tourism Queensland will then create a short list of 50 candidates who will submit a personal profile, and in May 11 the top 10 candidates chosen by Tourism Queensland, plus one Wild Card candidate selected by the global audience, will be invited to the islands for an interview. The position begins 1 July 2009.

The contest was conceived by Melbourne ad agency CumminsNitro in partnership with Tourism Queensland, and it began with strategically placed, small space employment ads in eight languages. Since then the website has endured traffic as high as 2,000 connections per second along with extensive global media coverage. In the first 24 hours 200,000 unique visitors came to the site, which has already received nearly 500 applications. Well done!

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