Presentation on theme: "The Best Job In the World Tourism Queensland MKTG 437 Case Study #13."— Presentation transcript:
The Best Job In the World Tourism Queensland MKTG 437 Case Study #13
Company Description Tourism Queensland Governmental marketing agency To Promote Tourism Queensland Tourism There's Nothing Like Australia: Video
Digital Marketing Challenge Change Perceptions of the Great Barrier Reef Vacation Goal: Currently viewed as a day-trip destination. Create a different perception: An international tourist’s dream holiday vacation destination. Drive "Queensland' vacation destination visitor numbers up over the long term.
Target Worldwide audience The ‘global experience seeker’ High level of education Self-challengers Love social interactions and learning about new cultures Travel somewhere new and exotic – Go beyond major cities Holiday Immersion experiences "Get In Amongst It!"
Target Market International Travel Statistics - The US Market Favorite TV Show and Personality
Campaign Objectives Extend awareness of tourist destination across the globe (among target mkt). Facilitate direct (online) response and search for information about tourist destination. Grow consideration of tourist destination as one of the "must do" places.
Action A Contest – Winner Gets a Job: Caretaker of An Island in the Great Barrier Reef It was a real employment opportunity with Tourism Queensland. Caretaker job included: Living on the island (All Expenses Paid) Reporting back to the world via online social media Not only did you get to live there but you also get a salary of $150,000.
Action Island Caretaker Role Clean pool, feed fish, collect mail, and report back to the world on adventures living and working in the Great Barrier Reef. How Do You Get This Job? Like any job: Apply! Submit a 60-Second Video demonstrating why they want the job and what they can uniquely contribute to the position. Judged on creativity and skill as a caretaker.
The Campaign http://www.youtube.com/watch?v=_- mqrnT9It8 http://www.youtube.com/watch?v=xUFm8 CJWJ14 http://www.youtube.com/watch?v=UGsJBd bDL4c
And the Winner Is... BEN SOUTHALL http://www.nbcnews.com/video/nightly- news/30601405#30601405 The Winning Application Video
Results Media Reach 3 billion people across the globe Direct response 34,684 videos job applications submitted from 197 countries At least one person in every country submitted a video More than 475,000 votes cast 154,000 subscribed to RSS updates Website stats 8,465,280 visited the website Google search produced 148 million associated listings Connection to social media and content created by participants 231,355 blogs 371,126 visitors on Facebook 578 hours of campaign-related videos on YouTube 4,486 pictures to chose from on Flickr Facilitate direct (online) response and search for information about tourist destination. Grow consideration of tourist destination as one of the "must do" places. Build Awareness of Great Barrier Reef/Queensland
Spurred More Best Jobs Campaigns Other Best Jobs in the World Campaigns A New Campaign! Target audience fueled social media growth of the campaign – very familiar with social media and eager to share – videos produced, watched and emailed around the world. Individuals were motivated to fuel the campaign though social networking sites and regular participation in a wide variety of online communities. PR in traditional media seeded the campaign – CNN, BBC, Time Magazine Ranked 8 th on the all-time list of PR marketing actives
Lessons Learned Use of multi-media (cross-channel) campaigns helps reach more people. Website, Facebook, Instagram, YouTube Integrated traditional and new digital media Harness all channels to connect with target audience – email, search, social media, television, print all were used. Know Your Target