Meet the OTHER agency who had the Best Job In The World idea

Tim Burrowes

January 19, 2009 3:50

It’s the kind of big, campaignable idea that doesn’t come along every day. Offer a prize of the greatest job in the world – be a brand ambassador on a luxurious island.

As Cummins Nitro’s’s Best Job in the World initiative for Tourism Queensland demonstrated last week, it was a PR-friendly idea that was written about all over the world, and generated the Internet traffic to go with it. The organisation has been flooded with applications for a job experiencing the best of the Islands of the Barrier Reef. Fair to say that the client was ecstatic.

But when news of the campaign broke last Monday night, the emotions experienced by Jules Hall were somewhat different. The owner of rapidly growing communications agency The Hallway, just before Christmas he won a breakthough new client – Malibu. His big idea? Win a year as a product taster on the Caribbean island of Barbados. In a major breakthrough for the 16-month-old agency, The Hallway won the full through-the-line campaign work to tie in with the brand’s global “Get Your Island On” positioning”.

He and his team didn’t get much of a break over Christmas as they prepared scripts. Shooting for the TVCs – which will initially run online – was scheduled for today.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.