Anyone could apply by simply submitting a video application for public consideration.
From a strategic perspective, SapientNitro and Tourism Queensland needed to launch the campaign to experience seekers across eight international markets.
Traffic was initially driven to the website through recruitment via online job sites and small display ads, and supported with scores of mainstream press and blog articles, directing further traffic to islandreefjob.com.
There, the website showcased the various beautiful attractions found on the island, as well as information on sustainability. This platform allowed the brand to push Australia as a tourist destination, both for international travellers and locals.