In marketing, advertising, public relations, promotions etc, there is constant talk (and rightly so) about the idea being 'king'.
And, as Tourism Queensland's 'Best Job in the World' campaign has clearly demonstrated, what was inherently a 'PR idea' has been largely developed and driven by an advertising agency - Cummins Nitro.
He/she with the best idea wins! The line between marketing disciplines is certainly blurring, even more so as social media starts to work its way into the communications equation.
Yesterday's announcement of the competition's winner - 34-year-old Englishman Ben Southall - continued the high level of online and offline buzz the campaign has generated since it started months ago.
It was a "fantastic PR stunt," I heard 3AW's Derryn Hinch say in his interview with Tourism Queensland CEO Anthony Hayes.
Congrats to all involved (I'm not sure who the 'exact' owner of the idea is - Hayes said in the 3AW interview it emerged from a session between TQ's marketing team and Cummins Nitro. Like any campaign this expansive, it's the collaborative effort behind it that makes it successful). Certainly, a hat-tip for TQ for being brave enough to tick off the project!
Even the Huffington Post carried the Ben Southall story...great stuff!
