How do you promote a tourist destination during a recession? By linking it to a global job hunt!

By Dan Lavie / February 24, 2009

To promote their Great Barrier Reef, Tourism Queensland launched in January 2009 a highly successful marketing campaign to get media exposure. They announced that they were looking for a caretaker for the Great Barrier Reef. Job applicants were cordially invited to apply for their Barrier Reef “dream job”.According to the especially created website www.islandreefjob.com, the “best job in the world” is Island Caretaker, living on the Hamilton Island. The job is for 6 months, with a salary of Euro 10,000.…

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