'Best job in the World' ad bags One Show award

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Hamilton Island
Melbourne, May 7: The promotional campaign of Tourism Queensland's 'Best Job in the World' has won the top prize at the One Show awards in New York.

The One Show awards are one of the global advertising industry's most prestigious awards programs.

Created by CumminsNitro, the Best Job in the World campaign attracted more than 34,000 entries via the Internet and other media.

The integrated branding campaign asked for a 150,000 dollars job as caretaker on the Great Barrier Reef's Hamilton Island, which finally landed into the hands of Brit Ben Southall, who will takeover his duties on Jul 1.

Tourism authorities have said that the campaign, which cost just over $1 million, has so far generated around $150 million in global publicity.

CumminsNitro executive producer digital Matt Farrugia said that the campaign launched in Jan had a dream run.

"It created a hurricane of attention," News.com.au quoted him as saying.

He added: "People were wanting to hear other people's stories and they were rich and engaging and imaginative stories."

The campaign spawned around 200,000 blogs and 43,000 news stories.

ANI

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