Insider reflection on “The Best Job in the World” viral campaign

Therese Phillips, Tourism Queensland Director of the Industry Innovation team, gives her reflection on their highly viral and immensely successful marketing campaign in 2009: “The best job in the world”. In this talk, where she is speaking as a guest lecturer in front of 2nd year international tourism management students (ITMC) from the Netherlands, she interestingly mentions some of the lessons learned from their experience. How for example a Russian porn star made it to the final 100 candidates, but also how the success of “Best job” has raised the bar and expectations for marketing campaigns to come.