Tourism Queensland: The Best Job in the World

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

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Campaign Details

Advertiser: Tourism Queensland
Agency: SapientNitro, Australia
Brand: Islands of the Great Barrier Reef
Campaign duration: January 2009 - June 2010
Campaign objective: Increase awareness; gain customers
Country: Australia
Media budget (USD): $1-5 million
Media used: Email marketing, Internet display, Internet microsites, Newspapers (national), Newspapers (local), Online video, Social media, Word of mouth

Executive Summary