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Tourism Queensland: Genius marketing campaign with Hamilton Island ‘caretaker vacancy’

January 12, 2009

Really liking Tourism Queensland’s latest tourism campaign.

It’s also been picked up by most of the UK’s national papers.

It’s a great piece of destination marketing, and in my view equals Nova Scotia’s recent ingenious campaign.

However, Australia seems to have a knack for creative campaigns – such as Baz Luhrmann’s follow up to the ‘Bloody Hell’ campaign.

Would be interesting to know who the agency was behind this (Jan 13 AM update – my latest hunch is it might be Xcommedia / @Xcommedia), and top marks for tapping into video culture. It looks like the applicants must submit videos of themselves. Let’s just hope their current employers don’t find out.

(Jan 13 PM update Both CumminsNitro – previous campaign work here – and Xcommedia developed the campaign, according to Chris Chambers, Tourism Queensland’s digital director Chris Chambers)

Below are some screen grabs from the website the tourist board is using to run the campaign, called islandreefjob.com.

And don’t forget, you can receive blog updates directly here, or for Travel Trade Gazette news alerts, click here

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4 Comments leave one →
  1. Daz permalink
    January 14, 2009 9:27 pm

    Just fo your records, the idea for The best jobin teh world was crat by Cumminsnitro, which is Tourism Queensland’s Advertising and communication agency. They also roduiced the content, colateral etc and X-Com is providing the EMail solutions only.

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