Yesterday a friend reminded me about the dream job a couple of months ago was on the hype in the media. How to build a compelling and powerful marketing campaign is one question we can answer with some examples behind, though, the example of Tourism Queensland was quite amazing as the buzz generated millions of conversations throughout the world.
There was several clever thinking going on in Australia. The first and foremost is that the TQ as a great reason for people to visit them – the great barrier reef, no doubt about that, still, Malaysia, Indonesia, Maldives, Seychelles, Fiji and others nearby also have great reefs, great sea life, amazing beaches, and many other features of a paradisiacal tropical environment. So the key thing here was to think on how to differentiate when facing similar offerings.
If you see a couple of advertising campaigns from different countries is easy to recognize that besides each specific country heritage they all tell the same story: something like visit me and fly back in time or be in paradise. That’s a compelling story for sure if you have great cultural, historical heritage and nature, still it is not a breakthrough today as everyone does it. The buzz generated by the Tourism Queensland campaign was a breakthrough. They told us a different story, not the common story “come here”, but a story about one person getting a dream job, therefore, in a dream place. A story about living in such an extraordinary place, surrounded by amazing nature, taking care of an island and discover its beauty to tell others about it.
The integrated branding campaign asked for a 150,000 dollars job as caretaker on the Great Barrier Reef’s Hamilton Island. Created by CumminsNitro, the Best Job in the World campaign attracted more than 34,000 applicants from over 200 countries. The website had over 200,000 new visitors on the very first day of the campaign, and more than 2.5 million people viewing the campaign website so far, while generating over 11,000 (one minute video) entries in just a few short weeks. The campaign spawned around 200,000 blogs and 43,000 news stories, and some candidates created blogs, established facebook groups to create buzz on themselves. Tourism authorities have said that the campaign, which cost just over 1 million dollars, has so far generated around 150 million dollars in global publicity.
Concerning also a growing issue facing many people today about not getting a job that is satisfying for their life’s or not getting a job at all, indirectly people were actively talking about Australia, and how this place can represent a dream to be in, whether working, living or ultimately visiting! Indirectly they are selling it to everyone at every moment they talk about the job, actively spreading the idea and the story. The campaign was cleverly planned for the future as well. People can still be following the steps of the winner of the dream job and know how is it to work in such an amazing place through his diary on the web, where job duties listed include generating publicity with web videos, blogging, and photo diaries.
This is a compelling marketing story to talk about, the dream place, and the well executed strategy behind makes it to spread and spread around the world and throughout a wide period of time. Telling stories include building compelling arguments for people to get attracted and interested by what your brand might give them, not about directly arguing the features of your product or service. Understand and explore the several benefits and dimensions your brand can achieve and give to people, create a consistent and clever story, and spread it. Storytelling is powerful.
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