Our challenge was to increase international awareness of Queensland’s islands of the Great Barrier Reef, and transform a popular day-trip destination into an international tourist’s dream holiday. In a time of rising unemployment, we created the best job in the world. It sounded too good to be true, but the Island Caretaker role was a genuine employment opportunity with Tourism Queensland. Anyone could apply, and the successful candidate would spend six months living above the reef, exploring the region and reporting back to the world. With a US$1.2millionbudget, we placed simple recruitment ads and created a worldwide phenomenon.
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