Monday, June 22, 2009

'Simple', 'single-minded' PR campaign wins PR Grand Prix

Matthew Creamer reports in AdAge:

Tourism Queensland's "Best Job in the World" campaign had netted the inaugural Grand Prix for the PR category.

The campaign, courtesy of CumminsNitro in Brisbane, Australia, has wowed judges early on at the 56th International Advertising Festival, the most high-profile of all ad award shows. "Best Job" netted two Grand Prix, in the PR and direct categories, besting much higher-profile agencies and brands -- not to mention higher-minded concepts, including Droga5's harnessing of comedian Sarah Silverman for President Barack Obama's election campaign and Sagami Rubber's award favorite, "Love Distance." These two campaigns were among the 18 that took home the first crop of PR Lions.

To be sure, "Best Job" did have its new-media flourishes. In fact, one was at its center. Tourism Queensland, which promotes the islands of the Great Barrier Reef, asked people to audition via video clips for a caretaker post that would get them a nice salary in exchange for exploring Hamilton Island and blogging about the adventures for a six-month stint.

These clips, which showed the lengths people would go to for consideration (e.g., stripping and getting a tattoo), of course made their way onto YouTube and other video-sharing sites, part of a massive viral explosion aided and abetted by an enormous amount of TV and print coverage. The tourism authority's effort outstripped expectations for the campaign, receiving more than 34,000 applications.


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