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 – anyone from anywhere could apply. The Caretaker role is a genuine employment opportunity, living on the Islands of the Great Barrier Reef and reporting back to the world.

It's truly effective and original thinking.