Tourism Queensland

To bring attention to the Great Barrier Reef slands, Tourism Queensland created The Best Job in the World. (Its Aussie ad agency got the idea from Quinn’s Search for a Chief Beer Officer for Starwood.)

We led the PR that turned it into a social-media sensation with:
– Covered in every country but Western Sahara
– 6,000 stories
– $260-mil ad value
– 6.8 UMV that crashed the server on the first day
– 54-mil page views with avg time of 8.25 mins
– 35 applicants from 200 countries
– 500,000 online votes
– BCC documentary with 4-mil viewers