To raise awareness of Queensland’s Islands of the Great Barrier Reef we created ‘The Best Job in the World’- a position that sounds too good to be true, but is a genuine opportunity with Tourism Queensland. We recruited through online job sites and small display ads, directing traffic to islandreefjob.com. News of the opportunity spread across online news sites, forums and blogs. In 56 days islandreefjob.com had 6,849,504 visits, 47,548,514 page views with an average of 8.62 minutes spent on the site. 36,648 people from 201* countries applied. And we received over 450,000 votes for the Wild Card applicant. *Web-coded countries (only 195 countries are recognised by the UN).