Published Tuesday, 23 June, 2009 at 09:17 AM
Minister for Tourism and Fair Trading
The Honourable Peter Lawlor
Best Job in the World scoops the advertising ‘Oscars’
Tourism Queensland’s internationally-renowned Best Job in the World has proven that it is also the best campaign in the world after it picked up two top Grand Prix prizes and two Gold Lions at the Cannes Lions International Advertising Festival today.
Tourism Minister Peter Lawlor said Queensland and Australia was the big winner kicking off the first day of the 56th Cannes Lions International Advertising Festival by taking home two Grand Prix prizes and two Gold Lions in direct marketing and public relations.
“The Best Job in the World marketing campaign, which has received an unprecedented level of media coverage globally, was last night also awarded a Lion in the categories: travel, tourism and leisure, and the best use of internet, digital media and social media,” Mr Lawlor said.
“The Best Job in the World marketing campaign has been nominated in seven categories at the prestigious event and is already proving to be the festival’s big winner.
“The fact our campaign has been classified as a finalist at the world’s most prestigious advertising festival in so many categories is an incredible honour and these initial wins have created a media frenzy all over the world.
“Winning a coveted Cannes Lion is the equivalent of winning an Oscar in the advertising world.”
Mr Lawlor said the Best Job in the World had also been nominated as a finalist in the prestigious Titanium Lion and Integrated Lion major award categories which would be announced later this week.
“The 2009 Cannes Lions Advertising Festival received 22,652 entries from 86 countries and attracts the largest advertising agencies from all over the world that spend big bucks on advertising,” he said.
“It is absolutely fantastic that a campaign such as the Best Job in the World, with a minimal budget, has been recognised in the same league.
“It’s a tribute to the creative talent we have at our finger tips in Queensland and I congratulate creative agency CumminsNitro and Tourism Queensland for their ground-breaking work on this campaign.
“In today’s uncertain economic climate the Queensland tourism industry is doing it tough and the Best Job in the World campaign is a great example of how creative thinking can make a huge difference.”
Mr Lawlor said the Best Job in the World brilliantly captured the attention of the world’s media and online community and created a real ‘grass-roots’ buzz amongst people both in Australia and overseas.
“I think we are safe in saying that it was the most sought-after job in the world and has catapulted Queensland - particularly the Islands of the Great Barrier Reef - into the workplaces, homes, pubs and online communities of just about every nation in the world,” he said.
“The Best Job in the World campaign with its unique ‘Island Caretaker’ role offering a six month, $AUD150,000 contract based on Hamilton Island exploring the Islands of the Great Barrier Reef, had exceeded everyone’s expectations with more than 34,000 people submitting video applications for the job.
“With applications from more than 200 countries, the Best Job in the World gives a whole new meaning to the term ‘global campaign’.”
Mr Lawlor said the Cannes Lions Advertising Festival was truly a unique networking event that brought together the most sought-after communications agencies in the world.
“Other highlights of the festival include appearances from Bob Geldof, founder of Live Aid, who will be joining a distinguished panel, led by Kofi Annan, former Secretary General of the United Nations, to launch a major international campaign on climate change on 26 June,” he said.
The Cannes Lions International Advertising Festival runs 22–29 June. All the finalists can be viewed at the Palais des Festivals in Cannes and online at www.canneslions.com
Further information
Minister’s Office – 3225 1005
Tourism Queensland – 3535 5588
Tourism Minister Peter Lawlor said Queensland and Australia was the big winner kicking off the first day of the 56th Cannes Lions International Advertising Festival by taking home two Grand Prix prizes and two Gold Lions in direct marketing and public relations.
“The Best Job in the World marketing campaign, which has received an unprecedented level of media coverage globally, was last night also awarded a Lion in the categories: travel, tourism and leisure, and the best use of internet, digital media and social media,” Mr Lawlor said.
“The Best Job in the World marketing campaign has been nominated in seven categories at the prestigious event and is already proving to be the festival’s big winner.
“The fact our campaign has been classified as a finalist at the world’s most prestigious advertising festival in so many categories is an incredible honour and these initial wins have created a media frenzy all over the world.
“Winning a coveted Cannes Lion is the equivalent of winning an Oscar in the advertising world.”
Mr Lawlor said the Best Job in the World had also been nominated as a finalist in the prestigious Titanium Lion and Integrated Lion major award categories which would be announced later this week.
“The 2009 Cannes Lions Advertising Festival received 22,652 entries from 86 countries and attracts the largest advertising agencies from all over the world that spend big bucks on advertising,” he said.
“It is absolutely fantastic that a campaign such as the Best Job in the World, with a minimal budget, has been recognised in the same league.
“It’s a tribute to the creative talent we have at our finger tips in Queensland and I congratulate creative agency CumminsNitro and Tourism Queensland for their ground-breaking work on this campaign.
“In today’s uncertain economic climate the Queensland tourism industry is doing it tough and the Best Job in the World campaign is a great example of how creative thinking can make a huge difference.”
Mr Lawlor said the Best Job in the World brilliantly captured the attention of the world’s media and online community and created a real ‘grass-roots’ buzz amongst people both in Australia and overseas.
“I think we are safe in saying that it was the most sought-after job in the world and has catapulted Queensland - particularly the Islands of the Great Barrier Reef - into the workplaces, homes, pubs and online communities of just about every nation in the world,” he said.
“The Best Job in the World campaign with its unique ‘Island Caretaker’ role offering a six month, $AUD150,000 contract based on Hamilton Island exploring the Islands of the Great Barrier Reef, had exceeded everyone’s expectations with more than 34,000 people submitting video applications for the job.
“With applications from more than 200 countries, the Best Job in the World gives a whole new meaning to the term ‘global campaign’.”
Mr Lawlor said the Cannes Lions Advertising Festival was truly a unique networking event that brought together the most sought-after communications agencies in the world.
“Other highlights of the festival include appearances from Bob Geldof, founder of Live Aid, who will be joining a distinguished panel, led by Kofi Annan, former Secretary General of the United Nations, to launch a major international campaign on climate change on 26 June,” he said.
The Cannes Lions International Advertising Festival runs 22–29 June. All the finalists can be viewed at the Palais des Festivals in Cannes and online at www.canneslions.com
Further information
Minister’s Office – 3225 1005
Tourism Queensland – 3535 5588