Last but not least: The "best job in the world" wins at Cannes
The Queensland Tourism Authority's PR campaign has made headlines around the world. Now it has also won a prize at the advertising festival in Cannes.
The Queensland Tourism Authority of Australia probably could not have imagined what a sensation its new PR campaign "The best job in the world" would cause when it awarded the contract to the agency CumminsNitro. The idea of looking for an "Island Caretaker" who could be paid to relax and do nothing on the Great Barrier Reef made headlines around the world. The tourism organization received over 34,000 applications.
Now the campaign has even scooped a prize at the 56th International Advertising Festival in Cannes. The viral explosion received both the coveted award in the Direct category and the newly launched PR Grand Prix. Tim Bell, the president of the first PR Lions jury, praised the advertising idea as a classic, simple but purposeful campaign that works both online and offline. It was also very "contemporary", as many people around the world are currently looking for a job. The advertising idea even knocked Barack Obama's election campaign out of the running. It remains to be seen whether the Swiss Tourism Association will also put its foot down with the next campaign.
Now the campaign has even scooped a prize at the 56th International Advertising Festival in Cannes. The viral explosion received both the coveted award in the Direct category and the newly launched PR Grand Prix. Tim Bell, the president of the first PR Lions jury, praised the advertising idea as a classic, simple but purposeful campaign that works both online and offline. It was also very "contemporary", as many people around the world are currently looking for a job. The advertising idea even knocked Barack Obama's election campaign out of the running. It remains to be seen whether the Swiss Tourism Association will also put its foot down with the next campaign.
