Could we execute a successful global tourism campaign with a budget of $1.2 million? As it turns out, yes – with a little creative thinking. The key insight we uncovered was that people don’t truly experience something unless they immerse themselves in it. And in terms of Queensland’s Islands of the Great Barrier Reef, a little-known slice of tropical paradise, the only way we could immerse people was to have them live there…or at least fantasize about living there.
Who wouldn’t want to become the well-paid caretaker of the Islands of the Great Barrier Reef?
This legitimate, full-time, six-month position was advertised in classified ads around the world. And its jaw-dropping benefits were enough to make just about anyone take notice: a salary of about $8,800 a month, plus rent-free accommodations in a stunning three-bedroom waterfront villa, complete with a plunge pool and spacious eating deck.
Making the proposition even more astonishing was the fact that there was only one job requirement – writing a weekly blog post – and no other experience required. Any interested candidate was invited to submit a 60-second video application to www.islandreefjob.com. And let’s just say the interest level was high. Very high.
Grand Prix Direct Lion – Best Integrated Campaign Led by Direct Marketing
Grand Prix PR Lion – Best International Public Relations Campaign
Grand Prix Cyber Lion – Best Interactive Campaign
Gold Direct Lion – Strategy Traffic Building
Gold Direct Lion – Product & Service –Travel, Entertainment & Leisure
Gold Media Lion – Sectors & Services – Travel, Entertainment & Leisure
Gold PR Lion – Sectors & Services – Travel, Entertainment & Leisure
Gold PR Lion – Digital Media and Social Media
Black Pencil – Direct Advertising
Black Pencil – Integrated Advertising
Gold – Government, Corporate & Social Services
Gold – Original Thinking
Gold – Tourism
Silver – Multicultural
Gold – Earned Media – Leisure/Travel
Gold – Innovative Marketing – Travel/Tourism