Marketing in Action: Hamilton Island Best Job in the World Campaign

Abstract

In 2009 Tourism and Events Queensland launched a marketing initiative called ‘Best Job in the world’, which invited applicants to apply via a one minute YouTube video. The case examines how successful this marketing campaign was.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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