Everyone Is A Winner
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
