The 2009 Jay Chiat Awards for Strategic Excellence Winners

Brand Experience and Innovation Design—Silver:
Media Communications—Silver:
SapientNitro, South Brisbane
"The Best Job in the World"

Our goal—create international awareness of Queensland's Islands of the Great Barrier Reef.

We needed a strategy to capture the hearts and minds of consumers and drive innovation in the category.

The consumer insight is, "You don't truly experience something unless you immerse yourself in it."

The strategic leap that set this campaign apart was our desire to have people imagine what it would be like to live on the Islands of the Great Barrier Reef, not just visit them.

Competitively, this elevates the brand as most holiday destinations are positioned and communicated as just that, a holiday, a place to just visit and return from.

It recognizes and leverages the instincts of modern international travellers—they no longer seek to just see great sights but take away emotional and powerful experiences from their encounters.

Our proposition is simply, "Experience more of the Great Barrier Reef, by living on it." A strategic positioning with a real insight connection—being a local resident truly immerses you in the local cultures and experiences.

To bring it to life, we tapped into a universal desire and created "the best job in the world" (a genuine Tourism Queensland job). And we gave everyone in the world an opportunity to apply.

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