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PRIA to launch breakfast series with The Best Job in the World campaig

Mon, Feb 8 2010

Upon the wrap up of the 'The Best Job in the World' on 31 December 2009, Danielle Koopman, General Manager of Corporate and Government Relations of Tourism Queensland will present a thorough case-study of the campaign in Sydney on 18 March 2010 as part of the 2010 Leadership Series of the Public Relations Institute of Australia (PRIA).

Widely considered as the most successful tourism campaign in the world, the campaign for the islands of the Great Barrier Reef catapulted global tourism marketing into a whole new realm.

It has already spawned a host of copycat campaigns and netted several national and international awards including 8 awards in the prestigious Cannes Lions International Advertising Festival.

Relying almost solely on public relations and social networking, the campaign rapidly turned around low industry and consumer awareness of the islands of the Great Barrier Reef using an array of innovative communication channels to capture the public's imagination and draw them into the campaign narrative.

Alison Barnard, PRIA NSW State President said this first presentation in the 2010 PRIA Leadership Series was not just for PR practitioners, but for anyone interested in understanding the strategies behind some of the industry's biggest campaigns, 'There will be something for everyone in these Leadership Series, from understanding the creative concept; expecting the unexpected; crisis management; social media triumphs and pitfalls; measurement, evaluation and media engagement.'

The breakfast will be held at 7:30am on Thursday 18 March 2010 at L'Aqua in Darling Harbour. Registrations can be reserved on the PRIA website, www.pria.com.au/events