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Mice Net : December 2009
28 mice.net Q: What was your involvement in Tourism Queensland's The Best Job In The World Campaign? A: Wonderment, my event company, was engaged as production consultant and live event producer in May 2008. Partnering with T QLD's event specialist, Alison Horsburgh and The Best Job In The World's project team, I was responsible for crafting a logistical footprint that would deliver a live event to an international audience. I was also responsible for developing a schedule that would enable the selection process to be vital, energetic, fundamentally representative of the region and tourism product, cost effective, environmentally responsible, enormously appealing to a growing international audience - and safe. I was also required to partner with Tourism Queensland to engage Queensland tourism stakeholders, local tourism product and production services suppliers - to deliver the extensive support that the event required. I was also the facilitator of the entire event. I directed the group of candidates (16), media and support crew at every turn. It was my responsibility to keep the entire event and everyone involved to time. We were responsible for meeting every media deadline, both domestic and international, and delivering the event within budget constraints and [being] cognizant of the needs of the Queensland Government. Q: What did you do specifically that led to the success of the campaign? A: The live event consisted of off-island events within the overall structure combined with featured aspects on Hamilton Island as part of the candidates' assessment schedule. Every aspect of the live event was driven by tight domestic and international media deadlines. The key deliverable for the live event was to create a schedule that would meet the needs of all crew. I was responsible for 21 crew in my Tourism Queensland media production unit plus an additional complement of 12 AV crew. Together with TQ's media production unit we developed a production facility that delivered three live positions complimented by viewing terminals to extract daily footage for editing into international packages. Reuters personnel were on location to manage the booking and transmission process. To ensure that all of this would work and meet the schedule that we developed, we conducted four site inspections that included key production personnel. I conducted extensive meetings and briefings with all operators. We reviewed tide and transfer times in detail - travelled every route. I examined flight paths for sea planes and helicopters - flew every route. I personally checked and triple checked timing for every aspect of delivery. We met every deadline and as we did, picked up more media and more international attention along the way. Q: What challenges did you face in achieving this? A: One of the most significant elements of risk was insurance and candidate safety. At one point massive insurance costs were looming. We approached Queensland Ambulance Service to discuss how we might manage the issues of safety and offset insurance. Ultimately, we engaged an intensive care QAS paramedic to travel with candidates - complete with intensive care equipment. Due to this initiative, Tourism Queensland did not require any additional insurance cover for the event. Their existing cover was sufficient with this innovation in place. We also developed three additional redundancy plans for inclement weather - and the weather turned up - in force. The extensive testing of the weather redundancy options and flexibility of tourism partners meant that even during pouring rain (day 2), all media had a "shot" and not one drop of rain hit the news media coverage that evening. Q: This was a new initiative/campaign. Were there any potential pitfalls in what you had to do, and how did you overcome them? A: The most significant "pitfalls" were would anybody like it? Would they enter? What if nobody cared? This had never been attempted anywhere, ever before... When the campaign launched in January it took off at break neck speed. The entire live event had to be re-structured before the end of January. During the period February through to the end of March, the live event was restructured six more times - especially as the final number of candidates grew to include more countries, therefore much more media on location. Three weeks out, the logistical footprint expanded by 40 per cent due to the increase in final candidate numbers. We formed partnerships with production entities that specialised in feeding live events to the world's media. We had to facilitate the meeting of tight daily deadlines and the requirement for dual path HD satellite + significant FTP capability. ANDREW CAMERON-SMITH produced the live event for Tourism Queensland's The Best Job In The World campaign. And he happens to be an ISES member. the best job in the world - EVENT CAMPAIGN ANDREW K. CAMERON-SMITH MANAGING DIRECTOR WONDERMENT