In 2009 CumminsNitro, a Brisbane-based advertising agency, won multiple awards across the international media landscape for their groundbreaking campaign for Tourism Queensland: Best Job in the World. The campaign was unique in the way it harnessed traditional media advertising (positions vacant advertising) and linked this with various kinds of social media interactivity. Through inviting video applications the campaign utilised what Bruns calls “produsage” and others have called “crowdsourcing”. It also made sophisticated use of the viral connectivity that can result from online social networking. Then, once the social media success became newsworthy, the campaign also benefitted from the traditional current affairs media attention, amplifying the overall impact and effect.
This campaign formula was so successful that it has been expanded recently to include other states, each with their own tourism ‘caretaker’.
Visit the links provided and discuss in your tutorial group or online. Write a review analysing the types of interactivity that the campaign engaged.
With a budget of $1.5 million, Tourism Queensland set out to create a job advert campaign and use “media and social networking to promote the campaign and increase awareness of the Islands of the great Barrier Reef and Queensland” (2011). With the job requiring no experience and offering a year of living on a tropical island, the response was surely going to be positive. It turned out to be more than positive, Tourism Queensland was completely overwhelmed by the 35 000 applicants who applied for the job and would ultimately change Australian’s tourism marketing.
The job advert went to print in January 2009 and immediately gained publicity. Tourism Queensland engaged YouTube, Facebook, Twitter, Flikr and their website as interactivity platforms and the campaign quickly went viral. With the world in the midst of a global financial crisis, everyone wanted to apply for “the best job in the world (2009)”.
The types of interactivity that best explains the campaign are “User-to-System Interactivity where interaction between people and the computer or other new media device or system including with the interface and responses to ‘richness’ of media” (MacMillan cited in Holmes 2014). The other type of interactivity would be interactivity-as-product. Holmes (2014) explains that “interactivity-as-product will put the focus on user interactions with technology and on the range of interactive experiences afforded by mediation. Sometimes such aspects may be unintended or unexpected consequences”, which is exactly what happened with Tourism Queensland. Both interactivity types are digital technology based and were clearly a successful platform for this campaign.
Best job in the world 2009, Tourism Queensland, http://www.tourism.australia.com/campaigns/global-youth-project.aspx, accessed 31 July 2016.
Holmes, A 2014, DGTL12002 Working with Social Media: study guide week 3, CQUniversity, Rockhampton.
Mohan, M, Teoh, K, Daniel, N, Yeong, M and Wuen, W 2011, DSM 402 – Marketing Communications, Tourism Queensland: The best job in the world campaign, Strongerhead, http://strongerhead.com/wp-content/uploads/2012/10/DSMM-IMC-project-Best-job-in-the-world-ref-2.pdf, accessed 31 July 2016.