case study - Atamkul Aidana ID 20120720 Article Review Case...

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Atamkul Aidana ID: 20120720 Article Review Case Study “The Best Job in The World” Introduction To begin with, tourism industry is one of the main sources of income for many countries and regions. In fact, according to statistics the total contribution from tourism industry to the global economy in 2014 accounted for 7.58 trillion US dollars ("Travel & tourism: global economic impact 2014 | Statistic", 2016). People usually tend to travel to well-known destinations such as Europe, UK, USA, China, Japan, New Zealand, Malaysia, Korea, India etc. However, in 2009 Tourism Queensland had a challenging goal to increase awareness of Great Barrier Reef and turn it into one of the most attractive tourist destinations worldwide. Mainly Tourism Queensland is a governmental agency, which is in charge of enhancing tourism and marketing in Queensland. In this paper, I will summarize the article and offer comments and suggestions on the critical aspects of Tourism Queensland digital marketing strategy. Article Summary “The Best Job in The World” case demonstrates how Tourism Queensland successfully used digital marketing strategy in order to gain international awareness. Marketers of Tourism Queensland wanted to attract people to the island by increasing awareness of Great Barrier Reef. For this purpose, Tourism Queensland hired an agency SapientNitro, which helped them to establish a digital marketing campaign that soon captured attention from people all over the world and received many awards including 7 Cannes Lion awards. Their target audience were young people described in the article as “global experience seekers” who liked to travel a lot, are well educated and are familiar with using technology. What they did in order to catch international attention and become a major tourist destination is that they introduced a vacancy of island caretaker on Great Barrier Reef. The vacancy required to clean the pool, feed the fish, collect the mail and keep an online blog with weekly updates telling how it is to live on the island. The company offered a villa to live on the island and a 150,000 US dollars fee for 6-month contract. The media named this vacancy as “The Best Job in the World”.
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