The man from The Times may have described it as a ‘vacuous PR stunt’, but the Queensland ‘Best Job in the World’ competition, which reached its conclusion this morning, appears to have been a resounding success. This example of participative marketing generated acres of PR coverage – the announcement of a British winner, Ben Southall, made the TV news – and attracted over 35,000 entries from wannabe castaways.
Given the appalling quality of most tourism-related marketing activity, this is the type of initiative that should be encouraged. Travel is also a high engagement topic, so why not find ways to get your potential visitors actively involved in any campaign?