Tuesday, July 14, 2009

From Contagious...

Malibu offers consumers a walk on the beach. More than a walk in fact - a job - thanks to this new campaign which clearly draws influence from the recent mullti-Cannes Grand Prix-winning campaign from the Queensland Tourism Board.

For those of you who are not familiar with this particular campaign, be sure to check out the link below for a full run-down courtesy of The Guardian. Briefly, however, a major PR/promotional stunt was disguised as a vacancy for 'The Best Job in the World'. As well as generating an estimated A$148m worth of publicity for northern Queensland, the campaign also won Grand Prix at Cannes for Direct, Cyber, and PR.

Now, Pernod Ricard-owned rum brand, Malibu, has teamed up with Reef Check - an international non-profit organisation dedicated to conservation of two ecosystems: tropical coral reefs and California rocky reefs. As part of the new 'Geting Your Island on' campaign, they will offer beach internships to ten lucky applicants, working in either Thailand, The Maldives or The Philippines.

As part of their (we hesitate to use the word 'employment') they will conduct Reef Check surveys, as well as participate in training sessions and have the opportunity to become certified Reef Check EcoDivers - all on behalf of Malibu. Once inducted, the interns will be expected to blog about their experiences and spread the word about Reef conservation (and in doing so, the brand) via social networking sites.

Applicants must be over 21 years of age and are required to submit a 500-word composition answering a series of questions hosted on the campaign microsite. Here it also explains, 'Inclusion of photos, images and video are not required but highly encouraged'.

For those not lucky enough to win, they can still pledge their support by buying a limited-edition bottle of Malibu featuring a suitably topical, and indeed, tropical design. For every purchase made, the brand will contribute a small percentage to the Reef Check organisation.

https://www.malibu-rum.com/reefcheck/apply.aspx
http://www.guardian.co.uk/uk/2009/may/06/briton-wins-best-job-australia

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