How was eCentral able to capitalise on the Best Job in the World?
eCentral covered the Best Job in the World like no other

How was eCentral able to capitalise on the Best Job in the World?

Fri 05 Apr 2019

As luck tends to shine on eCentral, it so happened that business owner John Nayler had a round-the-world ticket booked for January 2009. Despite the holiday intentions, John had been an avid Youtuber since the inception of his and was travelling with more than the faithful notebook computer. In hand was also a tripod, camera, microphone and wireless receiver. This meant that video interviews could be made where-ever he travelled.

Completely unaware of the ground-breaking global social media blitz in the making by Tourism Queensland, John landed in the Italian capital of Rome.

Collected from the airport by the curvaceous Italian opera singer friend Ema, he was soon enthusiastically informed about a job on the Great Barrier Reef open to anyone and paying $160k for 6 month's work.

What was this Best Job in the World?
Tourism Queensland's award-winning creativity was simple. Post 2008 crisis, the world was in turmoil and global unemployment rates were soaring. Assigned to TQ's workshopping competition ideas, they came up with the idea to give-away a "Job" which came to include 6 months living on Hamilton Island, a $160k pay packet and fun obligations to "feed the fish" and "deliver the mail". The true stroke of genius was not to promote the job in traditional advertising channels however, to place small well designed ads globally in newspaper job columns. Applicants were directed to the campaign website and asked to submit a 60 second application video. 35,000 applications were received from virtually every country of the world. the Best Job in the World was quite possibly the first and most successful viral advertising campaign of all time. From a state government, no less.

Fully informed later at accommodation, eCentral's video and social media savvy was set to capture the global enthusiasm for the "Best Job in the World" like no other and a vigorous global video interview campaign was hatched that included:
Application video shot on the streets of Rome with Ema
Interview with Ema
Interview with Sarah Simpson at Southampton
Creation of John's own video application
Interviews with Christine Estima and Shannon in Toronto
Interviews with Linda Hoang in Edmonton
Reporting with Best Job In The World applicants in Vancouver
Interview with Finalist Adeline St Romain in LA
Interview with top 50 applicant Chris Bray in Sydney

Throughout the campaign and it's culminating announcement event at Hamilton Island in May 2009, eCentral's provided key coverage. Covering the final event, was on hand with a crew of 4 and broadcasted interviews with 12 of the finalists, interviewed key personalities and uploaded over 50 minutes of coverage by Telstra 3G - to the envy of international TV crews who's precious "satellite time" permitted measly 10 second highlight clips beamed to the world.

eCentral's enthusiastic commitment to new technology has positioned John and the team to take advantage of the online opportunities as they arise. eCentral's innate understanding of YouTube and online video has since manifest 100's of promotional videos for clients, informational series, and the Linkedin hit "eCentral Business Show". eCentra's capabilities now support Queensland's Best businesses as a key inclusion of their unique and powerful marketing program.
Best Job in the World Interview with Adeline
Best Job in the world applicant covers Best Job selection event

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What business leaders have to say about eCentral

"... to a site that is user friendly, produces fantastic results"

We have been working with eCentral for over a year now ...and will continue to use his services indefinitely due the complete satisfaction we have in this arrangement. They have taken us from a web site that was hard to manage and invisible to a site that is user friendly, produces fantastic results in terms of direct business...they have placed us into top 5 positions ...and I can now see the steps they took to grow our understanding, knowledge and then take the steps to grow our online success. Can't recommend them highly enough.

Shane McNally
Whitehaven Xpress

You might ask, why do John's web designs work so well?

No matter how clever in an IT sense web developers may be, if they don’t understand the basic principle that web sites are a business’s window to the world and should convert information into revenue, they aren’t of much value. For these reasons, I have immense respect for John Nayler and his knowledge and skills and highly recommend him to anyone who may be thinking of engaging his services.


eCentral consistently delivered software systems that sustained our growth and the need for bespoke software to support the business model.

The simplicity of the systems and software enabled staff to proceed with minimal training while delivering reports integral to the management of the business. By the time the systems were built, eCentral had gone on to construct a Trust Accounting System which was fully integrated with the rest of the application set streamlining our workflow significantly and providing substantial cost saving due to efficient work processes. For an IT consultant, John has a unique capacity to interrogate the processes within the business and understand the business drivers. His solutions were always with our specific business outcomes in mind. I have, in over 40 years in business, found this to be a very rare combination. I highly recommend the software development capabilities of John Nayler and eCentral.

Don Horsfall
Conveyancing Works Solicitors

Contact Us

Call eCentral Principal John Nayler on 0407 15 13 11