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1 Individual Essay Worked Example A Critical Analysis of Tourism Queensland's 'Best Job in the World' Campaign Student ID : XXX Programme : XXX Module : Marketing Communications Date : XXX Word count : XXX (excluding references and appendices)

2 INTRODUCTION Introduce the concept of marketing communications and your chosen campaign case study. MAIN BODY From your research, critically analyse your chosen campaign case study. Ensure you justify and support your choices. Suggested points for consideration: • Identify the situations your brand was facing at the time of the campaign launch. You may choose to refer to elements of context analysis here “Marketing communications involves carefully integrating and coordinating the company's many communication channels and delivering a compelling message about the organisation and its products" (Kotler, 2020, p. 414). Effective marketing communication campaigns are not merely about catchy slogans or visually appealing advertisements; they encompass a strategic blend of messaging, promotion, and profiling, all aimed at achieving specific objectives (Fill and Turnbull, 2019). One of the most highly awarded tourism campaigns in recent memory is Tourism Queensland's 'Best Job in the World' (BBC, 2009; The Guardian, 2009a; Tourism Queensland, no date). This campaign, which offered a dream job on a tropical Australian island, captured the world's attention and became a benchmark for innovative marketing communications (Campaign, 2010; WARC, 2009; WARC, 2010). This essay will critically analyse this campaign, examining the brand's context, target audience, communication strategies, good and bad examples of marketing communication activities, and the application of relevant models and theories. The ultimate aim is to determine the overall success of this marketing communications initiative. Tourism Queensland's 'Best Job in the World' campaign was launched in 2009 amidst a global economic downturn and increasing competition in the tourism industry (Mintel, 2009; United Nations, 2010; World Economic Forum, 2009). Using Fill and Turnbull’s (2019) Context Analysis to better understand the issues that influenced the brand at the time of the campaign launch (refer to Appendix 1), with a focus on the external context, the primary challenge was the need for Queensland to revitalise its tourism industry and distinguish itself as a unique and appealing destination (WARC, 2010). Additionally, the campaign capitalised on the growing influence of social media during that period (Statista, 2009; The Independent, 2009), as well as the proliferation of user-generated content and video sharing platforms like YouTube (The Guardian, 2009b).

3 • Identify the target audience for your chosen campaign case study. You may choose to refer to types of market segmentation here • Using the 3Ps, identify the marketing communications strategies used by your chosen campaign case study According to Kotler and Keller (2016, p. 267), “effective target marketing requires that marketers identify and profile distinct groups of buyers who differ in their needs and wants.” Therefore, it could be argued that effective segmentation of the target audience is vital for a successful campaign. Tourism Queensland's target audience encompassed a broad range of potential travellers (WARC, 2010). By segmenting the market based on demographics and subdividing it into homogeneous subsets (Kotler et al., 2020), the target audience was primarily between the ages of 18 and 35, with diverse interests, backgrounds, and nationalities. Further segmentation of the market using psychographic techniques, which delve into personality and lifestyle (Kotler et al., 2020), the campaign aimed to attract adventurous, fun-seeking individuals, including backpackers, gap year travellers, and those seeking unique experiences. While there is little agreement or consensus in academic literature about what strategy is or means (Chaffee, 1985), Fill (2011) proposes that in marketing communications, strategy guides the direction, approach, and implementation of a brand's desired activities. In a marketing communications context, Fill and Turnbull (2019) outline three audience-focused strategies: Push, Pull, and Profile. Initially, Tourism Queensland executed a Pull strategy by creating a compelling online presence and launching a dedicated website where applicants could find detailed information and apply for the job (refer to Appendix 2). This online presence was further supported by a series of advertisements placed in popular national newspapers around the world (refer to Appendix 3). This approach encouraged individuals to actively engage with the campaign and pulled them into the application process. However, as the campaign progressed, the brand began to implement a Profile strategy by reaching out to media outlets and travel influencers to generate buzz and media coverage. They utilised traditional public relations methods, a tactic often associated with a Profile strategy, to create interest in the campaign, thereby enhancing Queensland’s reputation as a desirable holiday destination.

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4 • Identify and critique a good example of marketing communications activity within your chosen campaign case study . • Identify and critique a bad example of marketing communications activity within your chosen campaign case study One of the campaign's strengths was the utilisation of user-generated content (UGC) on social media. Using the PESO model (Dietrich, 2015), this activity would be categorised as an example of shared media. By asking applicants to create videos about themselves and their qualifications, Tourism Queensland not only received a wealth of free content but also fostered an interactive and engaging community. Schramm's Model of Communication (1954) can be applied here. This model emphasises the interactive nature of communication, with a sender encoding a message and a receiver decoding it. The 'Best Job in the World' campaign effectively applied this model by allowing applicants to create and submit videos, turning them into active participants rather than passive receivers of the message. This thinking is further supported by Fill and Turnbull (2019), who stated that effective engagement in marketing communications involves two-way interactions between a consumer and an organisation. A less effective aspect of the campaign was, perhaps, its reliance on a single, highly attractive prize. While the 'Best Job in the World' undoubtedly generated tremendous interest, it could be argued that it was a risky strategy with limited scalability. Once the job position was filled, the campaign essentially concluded, potentially leaving many interested individuals feeling disappointed or disconnected from the brand. To support this point, Tourism Queensland attempted to relaunch the campaign in 2013, but with much less success (Campaign, 2013; Travel Weekly, 2013). A more sustainable approach the first time around might have been to offer additional, smaller prizes or experiences, thereby keeping potential tourists engaged and interested in Queensland even after the campaign's conclusion.

5 • There are several models/theories that you could use to help critically analyse your chosen campaign case study (e.g., Schramm's model of communication, DRIP model, rational/emotional/moral appeals) CONCLUSION Conclude your essay by addressing how successful your chosen campaign case campaign was overall. As previously outlined, Tourism Queensland's 'Best Job in the World' campaign was a resounding success. It addressed the brand's context by showcasing Queensland as a unique and appealing destination during a challenging economic period. The campaign effectively segmented its target audience, attracting adventurous individuals from around the world. The utilisation of pull and profile strategies contributed to its success by generating media coverage, actively engaging applicants, and fostering a sense of community. In conclusion, the 'Best Job in the World' campaign was a triumph in marketing communications, effectively connecting with its target audience and achieving its objectives. By fostering engagement, showcasing the aspirational aspects of travel, and applying various communication models and theories, Tourism Queensland successfully promoted Queensland as a dream travel destination. While no campaign is without flaws, the 'Best Job in the World' campaign remains a shining example of how creative and well-executed marketing communications can have a significant impact on a brand's success. To further critically analyse the 'Best Job in the World' campaign, several models and theories can be applied. For example, the idea of appeals comes into play. Kotler et al. (2020) suggest that all marketing communication activities require an appeal to be made to the target audience. They propose that there are three main types of appeals: rational, emotional, and moral. The campaign leveraged both rational and emotional appeals. The rational appeal was evident in the comprehensive information provided on the website, detailing the responsibilities of the job and the selection process. The emotional appeal was at the heart of the campaign, capturing the dreams and aspirations of travellers who yearned for an extraordinary adventure. Additionally, the DRIP model (Fill and Turnbull, 2019) can be applied to the campaign. According to Smart Insights (2022), the DRIP model can be used to support campaign planning, consisting of Differentiate, Reinforce, Inform, and Persuade. The 'Best Job in the World' campaign successfully differentiated Queensland as a unique and adventurous travel destination by offering an extraordinary job opportunity. It reinforced this image through the aspirational content created by applicants and the media coverage it garnered. It informed the audience about the job position and the application process, and it persuaded potential candidates through emotional appeals and the promise of a once-in-a-lifetime experience.

6 Appendix 1: Context Analysis (Fill and Turnbull, 2019) Context Element The Customer Context • The campaign focused on young, adventurous travellers aged 18-35 who sought unique experiences (WARC, 2010) • Applicants needed to be physically fit, with a strong desire to explore Queensland's natural beauty (Tourism Queensland, no date) • Prospective candidates were tech-savvy, nature enthusiasts willing to document their adventures (WARC, 2010) The Business Context • The primary goal was to increase tourism to Queensland by generating global buzz and showcasing its natural assets (Tourism Queensland, no date) • A substantial budget was allocated for marketing and logistics to ensure a high return on investment (WARC, 2010) • Collaborations with the Australian government, local businesses, environmental organisations, and media partners were crucial for success (Tourism Queensland, no date) The Internal Context • Tourism Queensland had a well-established marketing team, a network of local businesses, and a strong online presence (WARC, 2010) • The organisation had experience in running successful tourism campaigns, offering valuable insights (Campaign, 2010; The Guardian, 2009a) • Digital tools, including a user-friendly website and social media, were used for managing the application process (BBC, 2009) The External Context • Queensland faced stiff competition from other popular destinations in the global tourism market (World Economic Forum, 2009) • Economic influences, such as exchange rates and disposable income, impacted travel decisions (Mintel, 2009; United Nations, 2010) • Growing influence of social media during that period (Statista, 2009; The Independent, 2009)

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