Posts Tagged ‘Direct Response’
Optimistic ‘News’
In the midst of all the doom and gloom of the impending downturn and U.S Recession, it was great to see that in early January more optimistic news surface to the top. But it wasn’t just any normal news – It was a carefully planned and beautifully executed piece of Viral Marketing.
It was Tourism Queensland’s ‘Best Job in the World’ campaign.
Basically, Tourism Queensland is offering someone $150,000 a year to ‘work’ on the reef in tropical Queensland. “It’s a live-in position with flexible working hours and key responsibilities include exploring the islands of the Great Barrier Reef to discover what the area has to offer.”
I first saw/read about it on the front page of BBC’s website - Instantly I knew that this campaign would be successful. I didn’t read about the campaign in a marketing magazine or some humdrum analysis, I saw it in action targeted at its audience – potential tourists from Europe – Brilliant execution!
They timed it perfectly too, in the midst of Europe’s winter and just after their short Christmas break. Additionally, Europe’s (specifically the UK) coverage of the global downturn is increasingly dominating the news adding to the doom and gloom already created by the sub-prime crisis
It’s been reported that the website has had over 9000 applications and over 2.3 million people visit the website so far. You can watch possible applicants 60 second video clips as well as view the official job offer and see what the Great Barrier Reef has to offer.
I’m looking forward to seeing how many Tourists eventually make it out to The Great Barrier Reef and based upon the results above, it’s looking promising!
The Infobreak Staff
