Comments on: The World Behind the ‘Best Job in the World’ http://www.markborkowski.co.uk/the-world-behind-the-best-job-in-the-world/ A varied study of improperganda Sun, 04 Sep 2011 06:47:18 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Richard Stone http://www.markborkowski.co.uk/the-world-behind-the-best-job-in-the-world/comment-page-1/#comment-10538 Richard Stone Wed, 06 May 2009 17:13:56 +0000 http://www.markborkowski.com/?p=8083#comment-10538 Mark - very true, this is one of the great campaigns of the year. For me the key is that it taps into one of the great, modern phobias; work. Most people are longing for a job they love and 'the best job in the world' acts as a metaphor for that. It implies that there is no 'have to' in this job, only 'choose to'. This is something that perfectly reflects the positioing of Australia as a destination for tourism. It also reflects the 'choose to' nature of the medium that the story has used to reach a lot of its audience - YouTube, Twitter, Facebook and other social media. I'm not sure that latter point is crucial in the success of the story but it is a nice piece of symetry for Tourism Queensland to use in their PR Week awards submission ;-) I think it just demonstrates that generating news isn't just about having a list of your top 100 recurring tabloid stories but having a real feel for the, and I apologise in advance for using this word, zeitgeist. PS - Why are you so keen to emphasise that it wouldn't work in the hands of an advertising company? You're dead right, of course, it wouldn't, I'm just curious. Mark – very true, this is one of the great campaigns of the year. For me the key is that it taps into one of the great, modern phobias; work. Most people are longing for a job they love and ‘the best job in the world’ acts as a metaphor for that. It implies that there is no ‘have to’ in this job, only ‘choose to’.

This is something that perfectly reflects the positioing of Australia as a destination for tourism. It also reflects the ‘choose to’ nature of the medium that the story has used to reach a lot of its audience – YouTube, Twitter, Facebook and other social media. I’m not sure that latter point is crucial in the success of the story but it is a nice piece of symetry for Tourism Queensland to use in their PR Week awards submission ;-)

I think it just demonstrates that generating news isn’t just about having a list of your top 100 recurring tabloid stories but having a real feel for the, and I apologise in advance for using this word, zeitgeist.

PS – Why are you so keen to emphasise that it wouldn’t work in the hands of an advertising company? You’re dead right, of course, it wouldn’t, I’m just curious.

]]> By: Nina Webb http://www.markborkowski.co.uk/the-world-behind-the-best-job-in-the-world/comment-page-1/#comment-10537 Nina Webb Wed, 06 May 2009 17:01:52 +0000 http://www.markborkowski.com/?p=8083#comment-10537 Hear hear Mark. PR, it's the best job in the world. And now the arrogant advertising fraternity is finally realising it. Bring on more brilliantly powerful PR inspired stories that run free. Magic. Hear hear Mark. PR, it’s the best job in the world. And now the arrogant advertising fraternity is finally realising it. Bring on more brilliantly powerful PR inspired stories that run free. Magic.

]]> By: sue http://www.markborkowski.co.uk/the-world-behind-the-best-job-in-the-world/comment-page-1/#comment-10536 sue Wed, 06 May 2009 16:55:13 +0000 http://www.markborkowski.com/?p=8083#comment-10536 Didn't know about the murder. Good piece! Love your Tweets (almost as much as Oprah). Didn’t know about the murder. Good piece! Love your Tweets (almost as much as Oprah).

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