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Tourism Queensland – Best Job in the World

The Hills Balfour portfolio

A look at what we've done

Tourism Queensland – Best Job in the World

Hills Balfour handles full representation and PR for Tourism and Events Queensland and in 2009, was responsible for the UK roll-out of the ground-breaking Best Job in the World campaign.

 The aim of this campaign was to create global awareness of Queensland’s Islands of the Great Barrier Reef through the launch and promotion of an Island Caretaker vacancy, based on Hamilton Island in the Whitsundays. Hills Balfour organised a high profile and exclusive media launch targeting primetime television, radio, national newspapers, regional titles, lifestyle magazines and bloggers.

Following the launch, all major newspapers in the UK, Ireland and Scandinavia picked up on the story of the Best Job in the World and interviews were given on all major TV networks by the UK team including CNN, Sky, ITV, BBC News, Radio 4, Radio Five Live and over 30 regional radio stations. The campaign continued to gain momentum through the power of social media and social commentary with features in Private Eye and a cartoon in the Metro.  Media generated by Hills Balfour during the campaign stood at an unprecedented £18.5 million (1:1 equivalent advertising value); and since the successful candidate was a Brit, press coverage continues to appear.  

Almost 425,000 people visited the Best Job in the World micro-site and 35,000 video job applications were uploaded to the site.

The Hills Balfour team also created a series of tactical consumer marketing activity to leverage from the exposure and generate increased arrivals to the Islands of the Great Barrier Reef and dispersal throughout Queensland.  A “Best of . . . “ theme was developed including Best Holiday in the World, Best Adventure in the World, etc, and campaigns were activated working in partnership with leading tour operators to generate sales. This concept was subsequently replicated in other international markets and within Australia.

Hills Balfour, on behalf of Tourism and Events Queensland, has won numerous awards for its work promoting the Best Job in the World in the UK, which continues to be considered a benchmark for social media innovation.