Twas a good day for the Aussies as CumminsNitro Brisbane’s “Best Job in the World” campaign for Tourism Queensland took Best in Show at the 2009 MIXX Awards.
The campaign, which was aimed at driving global awareness of the Islands of the Great Barrier Reef, was essentially an international recruitment to fill “the best job in the world”: an onsite, live-in manager of an island on said Reef. Applicants were asked to upload one-minute videos to the campaign site on why they’re the man/woman for the job. According to the release, the ad budget was $1.2 million but the campaign “garnered media attention worldwide valued at $165 million.”
Overall, MIXX bestowed awards to 49 campaigns in 17 categories, including a Gold Product Launch prize to Campfire, Deep Focus and HBO for True Blood and a Brand Awareness and Positioning Gold to Travel Channel and RAPP for “Kidnap!” You can check out the rest of the winners here.