Tourism Queensland - Islands of the Great Barrier Reef - The Best Job in the World

International visitation to Australia had stagnated, so to increase awareness of Queensland's 'Islands of the Great Barrier Reef, a reason was created for people all over the world to engage with the destination and aspire to experience it.

Tourism Queensland – Islands of the Great Barrier Reef – The Best Job in the World

Agency: CumminsNitro Brisbane

EXECUTIVE SUMMARY

The “Best Job in the World” – no single tourism campaign, and potentially no single campaign has ever had such a significant reach or impassioned response, across all media.

To increase international awareness of Queensland's 'Islands of the Great Barrier Reef, we created a reason for people all over the world to engage with the destination and aspire to experience it.

We tapped into a universal desire and created a job that sounded too good to be true –...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands