Australian agency CumminsNitro won the PR Lions Grand Prix in Cannes today, receiving accolades for its “Best Job in the World” campaign for Tourism Queensland.
The Australia campaign included the placement of classified ads across the world. |
The online and offline effort was aimed to highlight the Islands of the Great Barrier Reef and was said to garner $100M in global media coverage on a $1.2M budget. The centerpiece was a caretaker job for the Islands which pays $110K a year.
More than 34,000 people applied for the job and finalists mounted their own PR efforts to win the contest, an effort which resulted in hordes of additional publicity.
Tim Bell, chairman of Chime Communications, chaired the jury and said the decision was unanimous.
This is the first year PR was honored at the fabled advertising awards in France.
U.S. firms to win included Ketchum (Haagen-Dazs), New York-based Taylor (Guinness), MS&L (P&G) and New York-based Droga5 (Jewish Council for Education and Research). |