Queensland tourism campaign scoops award

Tourism Queensland's Best Job in the World promotion has won a prestigious
international award.
The integrated branding campaign, created by CumminsNitro, took out the top prize at
the One Show awards in New York.
The One Show awards are one of the global advertising industry's most prestigious
awards programs.
The Best Job in the World campaign harnessed the internet and other media to attract
more than 34,000 entries for a $150,000 job as caretaker on the Great Barrier Reef's
Hamilton Island.
It was won on Wednesday by Briton Ben Southall, who starts his job on July 1.
Tourism authorities say the campaign, which cost just over $1 million, has so far
generated around $150 million in global publicity.
CumminsNitro executive producer digital Matt Farrugia said the campaign launched in
January had a dream run.
He said the campaign website - launched against the backdrop of job losses from
global economic downturn - exceeded its visitor target within two days, after the
British press picked up the story.
Within two months there were almost seven million unique visitors to the site.
The competition received more than 34,000, 60-second video applications from 200
countries, which generated around 610 hours of video content.
"It created a hurricane of attention," he said.
"People were wanting to hear other people's stories and they were rich and engaging
and imaginative stories."
The campaign spawned around 200,000 blogs and 43,000 news stories.
Mr Farrugia said the campaign - designed and run by a team of around 15 people in
Brisbane and Melbourne - would take on a new direction from July 1 when the winner
settled into his island home.
"This guy is a mini-celebrity in his own right," he said.