In 2009, Tourism Queensland promoted the Great Barrier Reef as a global tourism destination with a website encouraging people worldwide to apply for The Best Job In The World, to be a "Caretaker of the Islands" to "house-sit" the islands of the Great Barrier Reef for half a year, based on Hamilton Island. [1] [2] [3] [4] The winner was Ben Southall, who beat over 34,000 candidates.
Job benefits included a large salary, free lodging in a multi million-dollar villa, and transportation there and around the islands. The application process required a web video to be submitted, available publicly for consideration for the position. The job duties listed were primarily publicity-related with web videos, blogging, and photo diaries. The submission web site crashed two days following the launch of the campaign, from excessive visits and application video uploading. [5]
Interest continued for months. On 11 February 2009, Christopher Grima jumped off the South Causeway Bridge in Fort Pierce in Florida. The police report said that he "wanted to capture a video of himself jumping off the bridge, to gain attention of the recruiters" for this job. He quickly received a summons for breach of the peace / disorderly conduct. [6] [7] More marketing-savvy applicants created blogs and established Facebook groups to create buzz about themselves. Two hoaxes also fueled interest. Tourism Queensland invested US$1m in the campaign and generated US$70m of global publicity just one month after the campaign's launch. [8]
Over 35,000 applications were received from over 200 countries, and whittled down to 16 finalists (including one chosen by an on-line vote). Finalists came from Australia (two), United States (two), United Kingdom, Canada, Ireland, the Netherlands, Germany, New Zealand, Taiwan, India, China, Japan, France and South Korea. Ten were male and their ages ranged from 20 to 39. The candidates were interviewed on the island starting 3 May 2009. The United Kingdom finalist Ben Southall, 34, a charity fundraiser and ostrich-rider from Petersfield, Hampshire, UK, was appointed as the new caretaker of the island on 6 May 2009. [9] [10]
By the campaign's end, it has generated more than $200 million in global publicity value for Tourism Queensland. [11] Brisbane advertising agency CumminsNitro was awarded three top awards at the Cannes International Advertising Festival. [12] [13] [14] The campaign was acknowledged as very successful. [15] BBC Television made a one-hour documentary about the final stages of the campaign which was directed by Agnieszka Piotrowska. Narrated by Toby Stephens, the film was broadcast on 2 July 2009 on BBC1 at 9pm, achieving the highest viewing figures for the whole week.
The winner was Ben Southall, from the United Kingdom. In the last week of his paradise job, he was stung by an Irukandji jellyfish. Although lethal cases are known, he made a full recovery. [16]
Southall is now an Ambassador of Queensland Tourism and took residency in Queensland after the six-month period on the island had ended. Since then Ben has established himself as an adventure advocate in Australia taking on extreme adventures around the world including a 1600 km kayak along the Great Barrier Reef in 2011, running a number of marathons around the country. He set a world record to climb the tallest mountain in each Australian state (8) in the shortest ever time in April 2013 - the Aussie 8 expedition took 8 days. His website follows his adventures around the planet.
In 2008 Southall circumnavigated Africa in a Land Rover, known as Colonel Mustard, covering 65,000 km. He climbed the five highest mountains on the continent and ran five marathons in the year raising $50,000 (AUS) for charity.
He married Sophee McPhee in November 2012 back on Hamilton Island where he lived as the Caretaker of the Islands of the Great Barrier Reef.
In 2010 the advertising campaign was awarded two prestigious D&AD Black Pencil Awards. [17]
The Great Barrier Reef is the world's largest coral reef system, composed of over 2,900 individual reefs and 900 islands stretching for over 2,300 kilometres (1,400 mi) over an area of approximately 344,400 square kilometres (133,000 sq mi). The reef is located in the Coral Sea, off the coast of Queensland, Australia, separated from the coast by a channel 160 kilometres (100 mi) wide in places and over 61 metres (200 ft) deep. The Great Barrier Reef can be seen from outer space and is the world's biggest single structure made by living organisms. This reef structure is composed of and built by billions of tiny organisms, known as coral polyps. It supports a wide diversity of life and was selected as a World Heritage Site in 1981. CNN labelled it one of the Seven Natural Wonders of the World in 1997. Australian World Heritage places included it in its list in 2007. The Queensland National Trust named it a state icon of Queensland in 2006.
The Great Barrier Reef Marine Park protects a large part of Australia's Great Barrier Reef from damaging activities. It is a vast multiple-use Marine Park which supports a wide range of uses, including commercial marine tourism, fishing, ports and shipping, recreation, scientific research and Indigenous traditional use. Fishing and the removal of artefacts or wildlife is strictly regulated, and commercial shipping traffic must stick to certain specific defined shipping routes that avoid the most sensitive areas of the park. The Great Barrier Reef is the largest and best known coral reef ecosystem in the world. Its reefs, almost 3000 in total, represent about 10 per cent of all the coral reef areas in the world. It supports an amazing variety of biodiversity, providing a home to thousands of coral and other invertebrate species, bony fish, sharks, rays, marine mammals, marine turtles, sea snakes, as well as algae and other marine plants.
XXXX is a brand of Australian beer brewed in Milton, Brisbane, by Queensland brewers Castlemaine Perkins. It enjoys wide popularity in the state of Queensland, where it is commonly found on-tap in pubs and bars.
Tourism in Australia is an important part of the Australian economy, and comprises domestic and international visitors. Australia is the fortieth most visited country in the world according to the World Tourism Organization. In the financial year 2018/19, tourism was Australia's fourth-largest export and over the previous decade was growing faster than national GDP growth. At the time it represented 3.1% of Australia's GDP contributing A$60.8 billion to the national economy.
The Coral Sea is a marginal sea of the South Pacific off the northeast coast of Australia, and classified as an interim Australian bioregion. The Coral Sea extends 2,000 kilometres (1,200 mi) down the Australian northeast coast. Most of it is protected by the French Natural Park of the Coral Sea and the Australian Coral Sea Marine Park. The sea was the location for the Battle of the Coral Sea, a major confrontation during World War II between the navies of the Empire of Japan, and the United States and Australia.
Great Keppel Island lies 15 kilometres (9.3 mi) from the coast off Yeppoon in the Shire of Livingstone, Queensland, Australia. It is part of the Capricorn Coast of Central Queensland. The island's traditional owners are the Woppaburra people. As the largest of the eighteen islands in the Keppel Group, Wop-Pa covers an area of 1308 hectares. It is within the local government area of Shire of Livingstone.
The Gay and Lesbian Kingdom of the Coral Sea Islands was a putative micronation established as a symbolic political protest by a group of gay rights activists based in Australia. Declared in 2004 in response to the Government of Australia's refusal to recognise same-sex marriages, it was founded on Australia's external overseas territory of the Coral Sea Islands, a group of uninhabited islets east of the Great Barrier Reef. The Kingdom was dissolved on 17 November 2017 following the 'Yes' vote in the Australian Marriage Law Postal Survey legalising same-sex marriage.
The Australian Marine Conservation Society (AMCS) is an Australian environmental not-for-profit organisation. It was founded in 1965 as the Queensland Littoral Society before changing its name to the Australian Littoral Society and then finally in 1995 to its current title. It works on protecting the health and vitality of Australia's coasts and oceans.
Greenpeace Australia Pacific (GPAP) is the regional office of the global environmental organisation Greenpeace. Greenpeace Australia Pacific is one of Australia's largest environmental organisations.
The Great Barrier Reef is the world's largest reef systems, stretching along the East coast of Australia from the northern tip down at Cape York to the town of Bundaberg, is composed of roughly 2,900 individual reefs and 940 islands and cays that stretch for 2,300 kilometres (1,616 mi) and cover an area of approximately 344,400 square kilometres (133,000 sq mi). The reef is located in the Coral Sea, off the coast of Queensland in northeast Australia. A large part of the reef is protected by the Great Barrier Reef Marine Park.
Andrew Cary Powell is an Australian politician. He was first elected for the seat of Glass House to the Queensland Parliament for the Liberal National Party of Queensland at the 2009 Queensland election.
The economy of Queensland is the third largest economy within Australia. Queensland generated 19.5% of Australia's gross domestic product in the 2008-09 financial year. The economy is primarily built upon mining, agriculture, tourism and financial services. Queensland's main exports are coal, metals, meat and sugar.
Wildlife attacks in Australia occur every year from several different native species, including snakes, spiders, freshwater and saltwater crocodiles, various sharks, cassowaries, kangaroos, stingrays and stonefish and a variety of smaller marine creatures such as bluebottles, blue-ringed octopus, cone shells and jellyfish.
Jellyfish stings in Australia can cause pain, paralysis and death for swimmers with exposed skin. Numerous venomous species of jellyfish occur in Australian waters, including the box jellyfish and Irukandji Jellyfish. Box jellyfish are believed to have caused at least 69 deaths since record keeping began in 1883. Although they are commonly mistaken for jellyfish, bluebottles are actually siphonophores.
Hamilton Island is an island of the Whitsunday Islands in Queensland, Australia. It is approximately 887 kilometres (551 mi) north of Brisbane and 512 kilometres (318 mi) south of Cairns.
Tourism is one of the major industries in the Great Barrier Reef region. Approximately 2.19 million people visit the Great Barrier Reef each year. According to the WWF, tourism of the area contributes $5.89 billion a year to the Australian economy, and employs approximately 69,000 people. Ove Hoegh-Guldberg sees the key competitive advantage of the Great Barrier Reef as opposed to other, closer, reef tourism destinations is the region's reputation as being "the most pristine coral reef on the planet". The GBRMPA states that careful management, which includes permits for camping and all commercial marine tourism within the Great Barrier Reef Marine Park, has so far ensured that tourists have a very minimal impact on the reef.
Chalkie's Beach is located on the western coast of Haslewood Island in the Whitsunday Islands of Queensland, Australia. It lies across from the more popular Whitehaven Beach on the main Whitsunday Island.
John Horatio Busst was an artist and conservationist in Queensland, Australia. He is best known for leading a successful campaign to protect Queensland's Great Barrier Reef and its tropical rainforests from development, mining pressures and exploitation.
Robert Endean (1925–1997) was an Australian marine scientist and academic at the University of Queensland.
Percival Albert Trompf (1902–1964), was an Australian commercial artist, best known for his travel posters, books, advertising hoardings and pamphlets promoting the nation's tourist industry and Australian and international corporations and companies. His colour lithography was recognised as distinctive during his career and since, Art Deco in style, and innovative in its use of flat colour. Some of his designs depicted historical events, including the construction of the Sydney Harbour Bridge and Captain Cook's landing at Botany Bay, and advanced the iconic value of Australian destinations including the Outback, The Great Barrier Reef, and national identity and activities of sun-worship, surfing and bushwalking, using a visual language of modernity, promotion and consumerism. In turn his imagery has since become valued for its nostalgic evocation of the early mid-century and his posters have become collectible 'national treasures' that are frequently exhibited.