The ACE Association exists to promote excellent working relationships throughout the public sector. It’s members include chief executives and senior managers from a wide range of civil service organisations.
Each year ACE produces a collection of stories and contributions from its members, which is designed to showcase best practice, innovation and outstanding service delivery. Pogo was asked to design this year’s report by the National Archives, on behalf of ACE.
Two weeks ago Tourism Queensland advertised ‘the best job in world’, inviting sunseekers to apply for the role of caretaker, based on Hamilton Island. Tourism Queensland is looking for applicants willing to walk white sandy beaches, sit under palm trees and swim with turtles as they soak up the sun.
The successful candidate will be asked to keep a blog and photo diary, feed the fish and collect the mail in exchange for six months rent-free on Hamilton Island, and a £70,000 salary package that includes return airfares and travel insurance.
The job application was posted on the Tourism Queensland’s website, and asked applicants to upload a video application requesting them to be enthusiastic, creative and entertaining.
The best job in the world or a clever viral campaign?
Well in truth the ‘island caretaker’ position was created as part of a three-year $1.7 million marketing strategy by Tourism Queensland’s Brisbane Ad Agency (nice work guys!).
The whole campaign has generated a huge amount of publicity with the website having an amazing 2,000 hits per second with over 400,000 unique vistors in the first day and half. The campaign to date has generated over 9,000 applications and 2.3 million visitors to site.
The campaign was first launched overseas, with small strategic ads placed in various nationals, supported by online marketing such as online PR, blogs(twitter), Youtube channel, social media sites such as Facebook, pay per click and natural search. All marketing activity drives traffic to the website which is simple but seductive. This campaign is a great example of how viral online marketing can work really well. As with all good ideas it’s copied very quickly, look out for the Malibu ‘executive product taster’ based in the Caribbean.
On 2nd January 2009, Pogo were appointed to the new Creative Design Services roster of the Environment Agency, the leading public body responsible for protecting and improving the environment in England and Wales. After a public tender Pogo were one of eight companies selected out of 141. Initially for two years, this roster will cover the design and production of a full range of communications.
We look forward to working with the Environment Agency on a number key issues affecting our planet and environment.
