Tourism Queensland discovered that it takes more than the gushing of the advertising industry to ensure a high profile marketing campaign was actually worthwhile.
MySwitzerland social media video – funny, very clever, but does it boost visitor numbers?
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Tourism Australia crowd-sources for new travel inspiration site
May 31, 2010 By 6 Comments
Tidy idea from Tourism Australia through its latest promotional campaign to attract visitors to the country – use residents to provide the ideas and web content.
Does legacy thinking still prevail over destination marketing?
February 24, 2010 By 7 Comments
Amazing, Truly, Uniquely, WOW, even Bloody – you name it, every adjective has been thrown at destination branding.
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Best Job in the World PR campaign – one year on for the blogging brief
January 22, 2010 By 6 Comments
Twelve months ago almost to the day Tourism Queensland re-wrote the travel marketing rule book with its widely praised – and much copied – multimedia PR campaign.
Ben Southall, winner of the Best Job in the World campaign, ended his tenure on the infamous Queensland island this week and is now hitting the talk shows in the US.
The next phase of his “caretaker” job for Reef Island is as an evangelist-on-tour for Tourism Queensland, most notably on Fox News in the US this week alongside Anna Bligh, premier of the Australian state.
New Zealand looking for a Best Job in the World-type online frenzy, recruits Peter Jackson to help
November 30, 2009 By 16 Comments
New Zealand might have secured some hits with its online presence in recent years but it has a long way to go before it reaches the pinnacle of DMO branding achieved by its Pacific neighbour in the form of Queensland in Australia. But the country’s tourism authorities are prepared to give it a go and [...]
Best Job in the World PR campaign – ten months on
November 16, 2009 By 16 Comments
Tourism Queensland is still revelling in the praise from a kowtowing advertising and PR industry for its offline-online-social media push earlier this year.
The eventual winner of the Best Job in the World “competition” – Brit Ben Southall – is two thirds of the way through his tenure on Hamilton Island and coverage in the mainstream media, blogs and social media channels continues.
Those behind the project deserve the gushing of their peers – most notably with the second place at the Cannes Lions ad festival behind the Barack Obama election campaign – for almost single-handedly writing a new rule book for how to manipulate and prod the media into covering what was actually a rather simple idea.
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