Case Study 1.9 - Best Job in the World

1. Why do you think this campaign garnered such impressive media coverage?

The job advertisement got a large and impressive media exposure as it was new to the world, no one had try to do that in the world before Tourism Queensland and SapientNitro try it. With its catchy name, 'Best Job in the World' it court the attention of people as they wanted to know what the job was. As it was also put on social networking sites like Facebook etc. and international job agencies, it was advertised globally, as the job was getting popular and crashed the server in 2 days, the worlds media started to do reports on it giving free publicity.

      

2. How did Tourism Queensland and SapientNitro approach the challenge of marketing across eight international markets?

The marketing of the job was global as it was put on social media, Facebook, YouTube, MySpace etc. and on international job agencies. They will have to make their website globally available and able to change it to make it understandable to them.  The advertising of the job was also put in newspaper across the world. The advertisement was put out in multiple languages and was heavily advertised on the news as it was open to every with a large salary and it had a catchy name.

     

3. What role did flexibility play in this campaign?

Tourism Queensland and SapientNitro had to be flexible as they were targeting the world not just Australia for the Best Job in the World. There are many cultures which all have there on believes, values and views. With this in mind the campaign would have to be customised for each country so it will appeal to them. There would have to be flexible as they may of got people with limited English or that may take offense to our ways.     

4. How did the strategy leverage social media as a tool for engagement?

The use of Facebook, MySpace, YouTube etc. gave the campaign are large global present as they are all used by the world. As advertisements are on the side of Facebook all the time they would be seen by millions and with the catchy name there would have been a lot of views of it, as Facebook has 955 million users there sure would have been seen by millions.