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...

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:

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

 Food for thought!

Related

Business 5455933950435481259

Post a comment Default Comments

emo-but-icon

Follow Us

Comments

Hot Posts

Recent

For The Love Of Africa

COMMENTS WELCOMED: I would love to hear from you…so comment away! Motivate further conversation by sharing a quick opinion or adding to the discussion – motivate me to continue as I sincerely hope my voice is added to many other afro-optimist voices out there!
Please keep all comments on-topic and relevant to the original post. Do not post comments which contain profanity, hate speech or solicitations of any kind.
I have no intention of moderating comments, but if anyone forgets the above “play nice” rules, I reserve the right to play moderator!

Connect Us

ADVERTS

item