It’s the kind of big, campaignable idea that doesn’t come along every day. Offer a prize of the greatest job in the world – be a brand ambassador on a luxurious island.
As Cummins Nitro’s’s Best Job in the World initiative for Tourism Queensland demonstrated last week, it was a PR-friendly idea that was written about all over the world, and generated the Internet traffic to go with it. The organisation has been flooded with applications for a job experiencing the best of the Islands of the Barrier Reef. Fair to say that the client was ecstatic.
But when news of the campaign broke last Monday night, the emotions experienced by Jules Hall were somewhat different. The owner of rapidly growing communications agency The Hallway, just before Christmas he won a breakthough new client – Malibu. His big idea? Win a year as a product taster on the Caribbean island of Barbados. In a major breakthrough for the 16-month-old agency, The Hallway won the full through-the-line campaign work to tie in with the brand’s global “Get Your Island On” positioning”.
He and his team didn’t get much of a break over Christmas as they prepared scripts. Shooting for the TVCs – which will initially run online – was scheduled for today.
As a result, Hall and his team have spent the last six, sleepless, days coming up with a new positioning for the campaign, which will break next month.
But although Tourism Queensland beat him to the punch, he said that the campaign’s success demonstrated that The Hallway’s idea was a sound one. He said: “The publicity that has been generated is a great endorsement of our idea.”
Client Jo Haynes, brand manager for Malibu, said the campaign would now be repositioned. She said: ”Originally we were promoting this as the best job in the world. We are now focusing on the role itself – executive product taster for Malibu.”
Malibu’s campaign launches nationally next month with online advertising, social media, print, radio, mobile, events and PR.