Whenever anyone asks me for examples of marketing campaigns I admire, my mind goes blank. Next time I'm asked, I'll remember to give credit to The Best Job in the World.

Whoever at Queensland Tourism, or their agency, came up with the basic idea and whoever signed it off, deserves all the prizes that marketing land can throw at them.

Queensland Tourism reckon to have got about A$100m of publicity from the A$1.7m campaign. Having watched the extended coverage featured on BBC Ten O'Clock news last night, I wouldn't be surprised if the figure was higher.

Now, of course, they just need to see how many people actually book holidays.