• Concept: classified job ad
• Driven by technology (social media, UGC)
• Engaging and relevant to ‘Holiday Seekers’ target audience
• 36,648 applications from 201 countries
• 610 hours of video content promoting the product
• 52,500,000 listings, 231,355 blogs and 43,600 news stories
• Over $US100 million in media coverage
Source: Tourism Queensland, 2009
“Successful companies must be more like Dale
Carnegie and less like David Ogilvy; listening
first, selling second.“
- Erik Qualman, Socialnomics
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