Print ad
The Best Job in the World
Tourism Queensland · 2009
- Agency
- CumminsNitro
- Campaign
- The Best Job in the World
Analysis
Tourism Queensland advertised an island caretaker job to promote the Great Barrier Reef. This recruitment ad directed readers to the website behind the global application campaign.
“THE BEST JOB IN THE WORLD.”
Job offerConcrete rewardOpen participation
Why it worked
The salary and duties make the headline sound like an opportunity someone can act on. Ordinary tasks become desirable because of the island setting. The application deadline creates a reason to visit the website soon. Applicants then give the destination attention through their own efforts to win the role.
Lesson
Turn a destination’s benefits into an opportunity people can apply for.
Image source
© Tourism Queensland. Shown for study and commentary.
Not affiliated with or endorsed by Tourism Queensland.