Best Job in the World inducted into Hall of Fame
Tourism and Events Queensland’s (TEQ) Best Job in the World campaign has been inducted into the PR News Platinum PR Awards Hall of Fame at an awards ceremony in New York City.
The Best Job in the World campaign launched in 2009 to an unprecedented level of national and international media interest, propelling Queensland, and in particular the Islands of the Great Barrier Reef, into the global tourism spotlight.
TEQ Chief Executive Leanne Coddington welcomed the accolade saying it further highlighted the organisation’s role in showcasing the unrivalled beauty of Queensland’s destinations.
“The Best Job in the World experience has been an extraordinary success story for TEQ and Queensland, showcasing the spectacular tourism experiences of the state’s Great Barrier Reef,” said Ms Coddington.
“We’re proud that the campaign has been inducted into the PR News Platinum Hall of Fame. It underscores many of TEQ’s innovative marketing initiatives to promote Queensland as one of the world’s leading travel destinations.”
Launched in 2009, the Best Job in the World sought to appoint a caretaker to the Islands of the Great Barrier Reef with nominations open to applicants from anywhere in the world.
Beating out almost 35,000 applicants, Ben Southall, a 34-year-old British charity events organiser, was announced as the winner of the Best Job in the World on 6 May 2009 and embarked on a six month whirlwind of travel, social media, and interview opportunities.
His experience was also captured in a six-part series that aired on National Geographic around the world.
The campaign, which achieved more than $400 million in global publicity value for Queensland, attracted coverage from a number of distinguished media bodies including the BBC, CNN, Good Morning America, Canada TV, Sky News London, The Times in London, and The Sunday Times, plus a vast array of domestic media.
“I believe the simplicity behind the campaign, and the ease at which it translated across global boundaries, made the Best Job in the World such a success,” said Ms Coddington.
The PR News Platinum PR Awards highlight the most outstanding communicators, initiatives and organisations within the public relations arena.
TEQ is the Queensland Government’s lead marketing, destination and experience development, and major events agency, working toward achieving $30 billion in annual overnight visitor expenditure by 2020.