MR STEVENS ASKED THE MINISTER FOR TOURISM AND FAIR TRADING (MR LAWLOR)—
QUESTION:
Will the Minister advise if Tourism Queensland, or the advertising agency Cummins Nitro, has taken ownership of the ‘Best Job in the World’ advertising campaign?
ANSWER:
Tourism Queensland owns the intellectual property rights to the ‘Best Job in the World’ campaign creative. In 2006, Tourism Queensland signed an agreement with CumminsNitro (now SapientNitro) to promote Tropical North Queensland, and were subsequently briefed to create a campaign for the Islands of the Great Barrier Reef. The contract assigned all intellectual property to Tourism Queensland and there was no end date specified in the contract, allowing for ongoing development and improvement of the original creative. As a result, additional projects specific to the Islands of the Great Barrier Reef, including ‘Best Job in the World’, fall under the original 2006 contract.
However Tourism Queensland acknowledges and thanks SapientNitro for their outstanding collaborative achievement in developing the creative associated with the ‘Best Job in the World’ campaign. The advertising agency nominated for and accepted a number of awards for the campaign that are run by the advertising industry and only open to agency applicants, including eight awards at the Cannes Lions International Advertising Festival.
