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Promotion Commotion.(International Edition; TRAVEL)(tourism promotion)(Brief article)

Newsweek International

| May 18, 2009 | Conrad, Jennifer | COPYRIGHT 2009 Newsweek, Inc. All rights reserved. Any reuse, distribution or alteration without express written permission of Newsweek is prohibited. For permission: www.newsweek.com. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: Jennifer Conrad

In January, Tourism Queensland put out want ads looking for a "caretaker" for Hamilton Island on Australia's Great Barrier Reef. Nearly 35,000 people applied. More important, the press picked up the story. "The main objective is to generate media coverage to supplement advertising," says Bill Siegel of the market-research firm Longwoods International.

Struggling tourist destinations are devising all sorts of over-the-top advertising campaigns to make themselves stand out. In ...

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Source: HighBeam Research, Promotion Commotion.(International Edition; TRAVEL)(tourism...