Posts Tagged ‘Brian Solis’

Tourism Queensland’s PR Gambit

Written by leehart on February 23rd, 2009. Posted in Biz Buzz, Geotourism

Measured by traditional standards of return on investment, Tourism Queensland’s Best Job in the World campaign may also turn out to be a case study for future textbooks on marketing in the Web 2.0 era.

The campaign certainly has made lemonade out of the lemons produced as a result of the global economic meltdown that has cost millions of jobs and slowed spending on everything including travel abroad. Despite this reality, or because of it, some 34,000 people from 200 countries around the globe responded to Tourism Queensland’s call for online video applications to be hired as caretaker for one of the islands in the Great Barrier Reef. Some applicants sourced their own media coverage of their application and established websites and blogs dedicated to promoting their application.

According to a Tourism Queensland spokesperson, the $1.8 million campaign has already returned $80 million in publicity and generated more than 2.3 million visits to the campaign website IslandReefJob.com

In creating the campaign, it would seem the creative minds at Cummins Nitro got their hands on an advance copy of David Meerman Scott’s “World Wide Rave” and created the perfect vehicle (a global search for a tantalizing job) to achieve three key hallmarks of a World Wide Rave: when global communities eagerly link to your stuff on the Web; when online buzz drives buyers to your virtual doorstep; and when tons of fans visit your Web site because they genuinely want to be there.

Seems as though the big challenge now is in choosing the caretaker. It seems obvious that one of the imperatives of unleashing a World Wide Rave is accepting the consequences, intentional or unintended, that go along with it. In this case, it seems as though there is a potential for some negative backlash if the members of this particular World Wide Rave sense any hint of marketing mischief in the selection of the lucky caretaker. As Brian Solis recently opined at UGCX, “consumers will smell what’s authentic or not.” And there are already plenty of examples of swift Web 2.0-enabled retribution when consumers think they’ve been wronged or duped.

It will be interesting and instructional to follow this campaign through to its conclusion. And “good on ya” to my mates who’ve entered.