Best Job achieved our objectives – and then some
Last week, Mumbrella readers voted the Best Job in the World project Australia’s social media campaign of the year. In this guest posting, Tourism Queensland boss Anthony Hayes explains the objectives and achievments behind the campaign
I got hit by a Sydney taxi a couple of months ago, so lately I’ve had some bonus free time to read Mumbrella on a very regular basis. It seems to me there has been quite a bit of chat on the site about the campaign and whether or not it achieved its objectives for Tourism Queensland. I have to admit, I have found it a little confusing at times to read comments suggesting that we have not achieved some of our objectives – particularly when most people are probably not aware of what our objectives actually were.
So let me tell you.
What were we trying to achieve?
First, I would suggest a move to The Whitsundays Tony.The chance of being hit by a taxi or anything else up here apart from stunning scenery is highly remote.
The campaign has certainly been a huge success and I would like to add to your comments by congratulating Ben Southall who I had the pleasure of meeting just recently. Personality would have been a given in the selection process but stamina has been the overiding feature of the success of this campaign. I think a lot of folks out there would consider the Island Reef Caretaker Job to be a great holiday but Ben has had to work at it, sometimes 18+ hours a day .
I hope the Campaign continues it’s success when the horizons are widened to take in the broader aspects of The State of Queensland.
Good Luck.
Alf Welch.
This campaign falls into the realm of ‘I wish I thought of that’. As CEO, you have done what few do: backed something brave. EVERYBODY should be congratulated and whilst I did not vote – I agree with the result.
So I can’t and won’t argue with success, but I must say that there is much to argue about wrt the ‘strategy’ as expounded here, but it would be petty to do so. (And don’t get me wrong – I am not being facetious – just talking about marketing concepts/practice/strategy etc on an intellectual level. Also, it is just a blog post, so I am sure there are more facts that we are not privy to.)
Well done to you and your team Anthony; the PRIA should thank you for making PR-driven campaigns sexy again. Look fwd to the ongoing rollout, too. Gerry
Hit by a Sydney Taxi? So you’re saying anyone thinking of visiting Sydney for a holiday should think twice?
Perhaps consider Queensland?
Damn…this guy’s good!