My all-time favourite 'non-promotion', promotional tourism campaign
My feature article argues why less should be spent on branding, and this is the best example of how social media allows a very clever and c...
http://www.beach2bigcity.com/2014/05/my-all-time-favourite-non-promotion.html
My feature article argues why less should be spent on branding, and this
is the best example of how social media allows a very clever and cheap
'non-promotion' to result in significant promotion for a tourism
destination.
The 'Best job in the world' campaign in 2009 was simply a job vacancy for an island caretaker for Tourism Queensland, and even respectable BBC jumped on that story:
This generated phenomenal, global buzz in the media and on social media and most did not suspect it was an actual tourism-promoting campaign. Tourism Queensland (smartly) spent A$ 1.2 million, and in return got:
The 'Best job in the world' campaign in 2009 was simply a job vacancy for an island caretaker for Tourism Queensland, and even respectable BBC jumped on that story:
They want someone to work on a tropical island off the Queensland coast.
No formal qualifications are needed but candidates must be willing to swim, snorkel, dive and sail.
In return, the successful applicant will receive a salary of A$150,000 ($103,000, £70,000) for six months and get to live rent-free in a three-bedroom villa, complete with pool.
This generated phenomenal, global buzz in the media and on social media and most did not suspect it was an actual tourism-promoting campaign. Tourism Queensland (smartly) spent A$ 1.2 million, and in return got:
- US$80 million of equivalent media advertising space
- In the midst of a global tourism slump, Queensland tourism dropped only 2% while the rest of Australia dropped 8%
- Note though, it saw a 17% year-on-year growth in the youth/budget market
