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Entrant: SapientNitro, Brisbane
The Best Job in The World
Media Type: Print/Websites/Blogs/Live Events/Email/Networked Communities/Direct/Editorial/PR
URL Address:
Corporate Name of Client: Tourism Queensland
Account Managers: Darren McColl/Edwina Gilmour/Anne-Maree Wilson/Adam Ford
Agency: SapientNitro, Brisbane
Creative Directors: Nancy Hartley/James Burchill
Copywriter: Merrin McCormick
Art Directors: Cristian Staal/Ralphie Barnett
Producers: Jason Kibsgaard/Matt Farrugia
Interactive Designer: Daniel Button
Head of Technology: Horia Trian
Senior Developers: Glen Peterson/Anton Ward

Basic description of the project:
Objective: Global awareness of the Islands of the Great Barrier Reef Idea: We created ‘The Best Job in the World’, Island Caretaker of Tourism Queensland - anyone could apply. Seamless Integration: Launched globally with small space recruitment ads in press, online and Travel Agent Posters, driving traffic to, (supported by MySpace, Facebook, YouTube, Twitter) Comprehensive PR strategy supplied Media Kits with footage of IGBR to global media hubs. The application process was designed as a viral channel, applicants embarked on their own campaigns to garner support and wildcard votes. Result: Unprecedented international media coverage and engagement

LIA Awards 2009©

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