Tourism Australia has advertised the Best Jobs in the World again this year, attracting a large number of candidates worldwide, eager to win one of the six jobs advertised. This year, Tourism Australia’s selection process was not any easier than previously. The finalist candidates spent over a week in Australia taking part in challenges and experiencing some of the amazing sights around Australia. Through social media channels, people worldwide were able to follow the finalists in their journey. Last week, Tourism Australia officially announced the winners (Tourism Australia).
- Park Ranger (Queensland): Elisa Detrez (France)
- Outback Adventure (Northern Territory): Allan Dixon (Republic of Ireland)
- Wildlife Caretaker (South Australia): Greg Snell (Canada)
- Lifestyle Photographer (Melbourne): Roberto Seba (Brazil)
- Taste Master (Western Australia): Rich Keam (UK)
- Chief Funster (New South Wales): Andrew Smith (USA)
What makes all of these candidates special is their passion for the individual jobs and their past experiences. Already, the candidates had to submit videos and other content that would qualify them for one of the “Best jobs in the World” and some of these videos are already pretty inspiring. So in the upcoming weeks and months, Tourism Australia will probably benefit hugely from videos, images and other content produced by the winners of the six Best Jobs in the World.
Tourism Australia is focusing their overall marketing strategy on social at the core of everything they do. However, instead of them doing the talking, they let the community itself and people share their experiences on their social media channels. Throughout last year, this strategy further sophisticated and can now be seen as one of the best approaches towards social media in the world.
With the Best Jobs in the World, Tourism Australia is now again making use of the power of user generated content as users worldwide will be able to follow the winners across different social media channels. The winners will probably create great content tapping into their passion for wildlife, adventure, food, etc. This will mean that users and Australia fans worldwide will be able to read and see great and inspiring content about the many experiences the winners will have.
Tourism destinations and organizations should make use of people’s passion, as a passionate blogger or traveller will write differently about experiences and content based on rich and inspiring experiences will trigger engagement with the brand or destination. Tourism Australia’s approach is a very good example for that!
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