View the TQ ‘Best Job in the World’ campaign website
 

It was an ingenious campaign, and really quite a simple concept. A ridiculously cool job to live on one of Australia’s most picturesque islands was ‘advertised’ by Tourism Queensland.  Because the job was dripping in awesomeness, those of us with dreary jobs (I’m guessing that 90% of the population) stumbled across the job of all jobs while cruising employment websites, through newspaper advertisements, and consequently, from friends via email saying “how cool is this job – I wish I was doing this instead of sitting in front of this freakin computer right now”

You see, the beauty of this campaign, is that is wasn’t really perceived as an advertisement at all by the general public, but more as the opportunity of a lifetime.  Any advertising campaign that can achieve this public perception is going to be a success.  

Ok, so that is lesson 1 – turn your viral campaigns into enviable opportunities, and you will reap the results.

But brace yourself, because lesson 2 take ingenius up a notch.

Based on the success of the Best Job in the World campaign, and the fact that a large percentage of the general public were aware of this campaign (every day I would hear people around me saying “have you heard about that cool job in North Queensland…maaaan, how good would that be!), a very smart spin-off was born.

The Worst Job in the World.   This smart Brazilian firm have struck while the iron is hot, and although it’s definitely a tongue-in-cheek mock interview, it’s a campaign that capitalises on a concept that I’m sure TQ would have spent hundreds of thousands of Aussie dollars putting into place. Ingenius….and down-right amusing…check it out in the YouTube clip below:

So inclusion, and at risk of repeating myself, lesson 1 when conceiving ideas for viral campaigns, is to try turning your viral campaigns into enviable opportunities, and you will reap the results.

And lesson 2? If you have a limited budget, limited resources, or limited imagination…..why not try simply flipping a popular existing advertising message upside down.  At the very least, you’ll have fun in the process!

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WAYN is a community based website entirely dedicated to travel, and includes travel reviews, stories, and comments from travellers across the globe. If you’ve not checked it out, it is certainly worth a look.

I’ve been following WAYN for some time, but until now had not seen a solid execution of a travel related ‘campaign’ using the WAYN platform.

Today I received the following email in my WAYN inbox.

Hi Jake,

Have you been to Ireland before? If not, I thought you might be interested to check out the Tourism Ireland interactive profile so you can discover the magic of the Emerald isle.

Imagine wreck diving off the North Antrim coast, hiking the craggy mountains over Teelin Bay in Donegal or mountain biking around the Aran Island… All of this is showcased on the profile, along with an official blog, a feed of cultural and sporting events, videos, images and a range of visitor information and more.

If you’re one of the lucky ones who’s already experienced what Ireland has to offer, why not share some of your Ireland memories by posting a comment on the profile, so others can see what they’re missing!

See you online,

Maartje

Having not visited Ireland before, and not really knowing what it has to offer, I found this email to be quite captivating, despite its relative simplicity. The first link in the email above (http://tourismireland.wayn.com/ ) is the “call-to-action”, and links through to a dedicated WAYN-based Tourism Ireland mini-site.

If you are involved within an organisation that focuses on a travel related destination, service or product, why not investigate the potential of a WAYN-based minisite for your next online marketing initiative.

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