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COMMENTS: Great Barrier Publicity
A stunt by the Australian tourist board claims to have generated $80m in free advertising. A portion of that total was contributed by ABC with its closer from Nick Watt. The scheme was called the Best Job in the World. It invited 60-second video resumes to apply for a caretaker's job on Hamilton Island. The post received 35,000 applications out of which a reality gameshow competition was created and Ben Southwell, a 34-year-old Englishman, was hired as the winner. The free visual publicity consisted of Edenic shots of the island off the coast of Queensland. The free editorial plug came from Watt's endorsement of the job's desirability: "Jealous in London."
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