The best job in the world, widely regarded as one of the most influential tourism promotions of its kind, broke new ground in creative marketing for all the right reasons. Launched in January 2009, the campaign offered one lucky candidate a six-month dream job – Caretaker for the Islands of the Great Barrier Reef. They turned a media campaign into a job search, which made it one of the most successful brand campaigns ever.
They determined the only solution was to capture public interest with something that seemed too good to be true and eminently shareable. In reality, they said, don’t just visit this gorgeous Island, live here. And we’ll pay you, too.
Here are some of the lessons we can learn from the campaign;
Be flexible. Be bold – “The Best Job in the World” campaign had a built-in deadline six weeks after launch, which meant gaining agreement for pouring the lion’s share of the entire year’s budget into a single campaign conducted in January and February.
Be Everywhere – Integrate social media to deliver real results. If you want to maximize your brand reach you must integrate social media across multi-device, multi-channel platforms to tap into viewers wherever they are, fostering sharing.
Review and Repeat – Extend reach, re-do the campaign until you get the targeted results
Be Ready and Prepared – A brand must be ready with both policy and people to curate, post content, and manage content. User-generated content has its challenges including crisis management, and so on
Add the element of Surprise – As a brand, you must develop marketing plans to engage with consumers and work with ambassadors and social media pros to maximize impact.
Crowdsource Content – Not all content created will create an impact. User-generated content resonates more loudly, drives distribution, creates word-of-mouth, prompts engagement, builds loyalty, and gets shares that maximize tapping into free networks run by other people.
Regardless of the size of your business, there are resources here that even the smallest budgets could potentially exploit to great advantage if strategic thinking and creativity are applied.
“Offer a prize that’s not a prize. Make it a Job”