Critical analysis of a PR campaign The WritePass Journal

Critical analysis of a PR campaign Abstract Critical analysis of a PR campaign ). Social media made this form of contest possible, with the dreamers fuelling the desire to see it happen if not to them then to someone they could relate to. Once again, the campaign appealed to the target market in a manner that they could relate to with a message that they could understand. This has served to provide Queensland with a sustained and widely popular brand that is associated with innovation and trying new concepts (Australia, 2014). 2.3 Effectiveness The Queensland PR campaign has been deemed successful and innovative by a wide variety of professionals and advertisers around the world (Pomering, 2013). The simple style, coupled with the psychological incentives combined to surpass company expectations. The implementation of low cost solution to high cost problems propelled this campaign forward. As evidence of their overall success, the Queensland Company claims the campaign has changed the face of global advertising in a positive manner (Australia, 2014). This point has a clear impact on the manner in which other modern operations are conducted. With numbers that are hard to dispute, the amount of interest generated by free media coverage alone provides a compelling appeal to the approach. 3 Conclusion This essay examined the Tourism Queensland promotion of the Great Barrier Reef in 2009 in an effort to develop a deeper appreciation of the benefits and detriments of the approach. The research illustrated that it was the simple, direct, novel and innovative approach the Queensland PR campaign that utilized the exotic locale and attractiveness of rare employment, alongside the simple principles of timing and effective communication to sustain the interest of entire global population. There was a direct a lasting outreach to a targeted market of adventurers using social media that resulted in a growing wave of interest that created media attention and further exposure. Building on this reaction was the contest application method that publicized the lucky winner, and continued to follow the person after the job. As a result of this strategy the company experienced free media coverage, a wide base for extended communication and an overall improvement of their brand image. Further, this able utilization of assets on hand was accomplished at a minimal cost with maximum effect. In the end the Queensland PR campaign of 2009 showcased what can happen when a company can tap into the dreams of a population, as well as the pocket book. References Australia, T. 2014.  About the campaign Best Jobs in the world Campaigns Tourism Australia. [Online] Available at: tourism.australia.com/campaigns/Global-Youth-about-the-campaign.aspx [Accessed: 7 Feb 2014]. Biocca, F. 2013.  Television and Political Advertising. Hoboken: Taylor and Francis. Culbertson, H. M. and ChÊ »en, N. 1996.  International public relations. Mahwah, N.J.: Erlbaum. Cutlip, S. M. 2013.  Public relations history. Hillsdale, N.J.: Erlbaum. Goeldner, C. R. and Ritchie, J. R. B. 2010.  Tourism. Hoboken, N.J.: Wiley. Grunig, J. E., Grunig, L. A. and Toth, E. L. 2013.  The future of excellence in public relations and communication management. Mahwah, N.J.: Erlbaum. Macnamara, J. 2010. Public relations and the social: How practitioners are using, or abusing, social media.  Asia Pacific Public Relations Journal, 11 (1), pp. 2139. Pomering, A. 2013. Indigenous Identity in the Nation Brand: Tension and Inconsistency in a Nations Tourism Advertising Campaigns.  Corporate Reputation Review, 16 (1), pp. 6679. Ryan, D. and Jones, C. 2011.  The best digital marketing campaigns in the world. London: Kogan Page. Smith, R. D. 2002.  Strategic planning for public relations. Mahwah, N.J.: Lawrence Erlbaum Associates. Sweeney, M. 2009.  Best job in the world campaign storms Cannes Lions advertising awards. [online] Available at: theguardian.com/media/2009/jun/23/best-job-advertising-awards [Accessed: 7 Feb 2014]. Simon, R. 2014.  Tourism Queensland ‘Best Job In The World’ Social Media campaign Marketing Case Studies | UTalkMarketing. [online] Available at: utalkmarketing.com/Pages/Article.aspx?ArticleID=17349 [Accessed: 7 Feb 2014].