Travel Reference
In-Depth Information
Figure 35.4
Effectiveness of social media marketing efforts (adapted from Air Plus 2009).
Figure 35.5
DMO objectives of social media efforts (adapted from Sparkloft Media 2011).
Perhaps one of the most successful campaigns of this type was the 'Best Job in the World'
Queensland campaign. In January 2009 Tourism Queensland embarked on a global search to
fi nd an Island Caretaker to explore the Islands of the Great Barrier Reef in Queensland Australia
and report back to the world about their experiences. The campaign was called the 'Best Job in
the World'. On offer was a salary of AUD $150,000 for a six month position with live-in luxury
accommodation on Hamilton Island and the opportunity to explore all that the region has to
offer. Over 34,000 would-be caretakers from all over the world uploaded a 60-second video
