We wanted 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: the too good to be true Island Caretaker role, 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$1.2million budget, we placed simple recruitment ads and created a worldwide phenomenon. The campaign was awarded two Black Pencils, in Integrated and Direct/Integrated.
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