This is positively my last word on ‘The Best Job In The World’ – the campaign to find a caretaker for an Australian paradise island (see previous).
The victor was Ben Southall from the UK, but also a big winner was Tourism Queensland, which gained the equivalent of £49 million ($80 million) worth of advertising space.
Because of that, the ad. agency behind the campaign, Brisbane-based, Nitro, has become the third winner. It has taken the top two awards at the industry’s equivalent of the Oscars – the Cannes Lions. It won the PR Grand Prix – the first time public relations has been included in the 56-year history of the festival – and the direct marketing Grand Prix.
Nitro’s campaign, which has since been dubbed ‘the world’s greatest PR stunt’, attracted tens of thousands of candidates who uploaded video applications saying why they should get the dream job.
“It was not a pre-requisite, but the idea had so much scalability to be a global idea that all the judges had seen and heard of it no matter where they came from,” said MaryLee Sachs, one of the judges of the PR Lions.
Ben Southall’s stint as island caretaker began on July 1st.
by Andy Moreton
Congratulations to Ben Southall, the 34-year-old British man, who fought off competition from 34,000 applicants to land the ‘Best Job in The World’.
As regular readers to this column will know, that job is to be caretaker on palm-fringed Hamilton Island on the Great Barrier Reef in Queensland, Australia for six months with a hefty salary, a villa and a very modest work schedule.
Ben, a project manager, sounds like an all-action man – in his spare time he runs a music festival and keeps fit running marathons, climbing, scuba diving, bungee-jumping and mountain-biking.
“The most important thing to me in life is to have an exciting job that makes me happy, puts smiles on people’s faces and achieves challenging goals,” he said.
Tourism Queensland is also extremely content. Global interest in the competition was so great that in the first two days, 200,000 people logged on to the islandreefjob.com website, causing the server to crash.
Tourism Queensland spent £830,000 ($1.25 million) on the campaign, but it’s estimated to have generated more than £54 million ($81 million) in free advertising.
Also happy is Ben Southall’s Canadian girlfriend, Bre -she’s accompanying him to paradise.
by Andy Moreton
Don’t forget that even though you didn’t win, you can still enjoy the magic of the Great Barrier Reef at the Hayman Island Resort, bookable through Luxique.