My cell phone bill for this month is going to hurt.
I just got off the phone with Dean Horvath from Mason Horvath, the company that created the “next best job” campaign. It sounds like he’s gotten a lot of flak about this campaign.
I told him that there would be no conflict of interest in doing an interview with me since I have publicly announced that I will not be a participant in the “next best job” campaign, and asked him for his schedule of availability. Understandably, he has to first consult his PR firm, Curve Communications.
I made sure to double check with him that I was allowed to write a blog post about our conversation. According to Dean, the fine print and legal statements in his e-mail and attachments were included by Mason Horvath’s lawyer and are in the process of being changed / eliminated.
I asked him the question that was bothering me most: Why was the “next best job” campaign created?
It didn’t make sense for Mason Horvath to create the “next best job” campaign. They are after all a luxury travel company that prides itself on never advertising, and accommodating only the incredibly wealthy – not exactly the same target market as the adventurous bunch of applicants for the Best Job in the World.
The answer: Mason Horvath does not want to be affiliated with the “next best job” campaign. The purpose of this campaign was to create a separate website where Mason Horvath would post videos about travel experiences and generate advertising revenues from having people visit the website.
I also asked him what he was expecting from the successful applicant and his / her partner, and told him that the requirements set out in his e-mail attachments are unreasonable.
The answer: The videos Dean is expecting from the successful applicant would be nowhere near the quality of the videos created by the Top 50 candidates for the Best Job in the World. They would be more like 30 seconds of single shot footage. Why then would people be interested in watching them? Well, I’m not sure about that one but Dean is hoping that they will. Dean says that the Terms & Conditions, including the “Services” required of the successful applicant and partner are being changed.
Tourism Queensland published a news release today about the “next best job” campaign which reads:
Tourism Queensland has been made aware of another campaign being run named ‘The Next Best Job’. Some applicants for our Best Job in the World – Island Caretaker position have been approached by this company. Tourism Queensland would like to confirm that we have no association with this campaign or company and encourage anyone interested in applying to read all terms and conditions and fine print.
I told Dean about this release and how it doesn’t sound like Tourism Queensland thinks it’s a good idea for any Top 50 Best Job in the World candidate to apply for the “next best job.” He had mentioned in his e-mail that Tourism Queensland would “be rewarded” by the “next best job” campaign. I wanted to know if he had actually been in contact with Tourism Queensland about this campaign.
The answer: Dean sent an e-mail to Tourism Queensland telling them that Mason Horvath would be launching the “next best job” campaign before the press release came out on Monday.
In Summary
After reading the comments and blog posts about the “next best job,” Dean admits that “everyone is right” and there are a lot of things that need to be changed about the “next best job.” The requirements of the position will be reduced, the fine print is in the process of being changed / eliminated, and he does not expect great quality videos from the successful applicant. The purpose of this campaign is to generate advertising revenues from a separate website that would feature travel videos and Mason Horvath does not want to be associated with this website.
It sounds like the “next best job” is going to get a lot better and I’m looking forward to seeing what changes will be made. Stay tuned for my future in-person interview with Dean Horvath!
Hi Anny!
I’ve been watching your blog with great interest, as I was surprised from the get go that Mason Horvath would limit applicants to TQ’s Top 50 list, since the target demographic is entirely different. I first heard about it and was excited that this “next best job” sounded even better, and was far more in line with my own background and experience – luxury travel, affluent travelers, etc. – but then, I can’t even apply, instead, MH is going to select from TQ’s chosen bunch. I really hope your questioning and conversations with Mr. Horvath result in further serious reconsideration of they type of person they really need for the job, and a decision to open the position up to qualified travel and tourism professionals rather than the overnight media stars that TQ’s campaign generated. Heck, if they had really thought this out, instead of appearing to ride coat tails, they could have taken the lead with a “better than the best job in the world”! I look forward to the interview!
Hi Kymri! It’s nice to hear from you
How have you been?
I completely agree that any campaign piggybacking on the success of the Best Job in the World should’ve offered something even better than the Best Job in the World. Mason Horvath should’ve expected a TON of flak for not doing so. I’m actually surprised that there isn’t MORE negative press about it all.
Thanks for this update and Im sure anyone who reads this will give a clearer perspective of what to expect from this search. Im a little curious of what will be the reward for TQ from Mr. Horvath company. By the way, did Mr. Horvath offer you a different job? hahaha.
I think the reward was supposed to be more press / advertising for Queensland. Although I’m sure TQ would prefer their press to be generated from their own Best Job in the World campaign, and not a piggyback campaign they don’t approve of.
And no, Mr. Horvath did not offer me a job! LOL I probably would’ve fallen off my chair in shock if he did!
Wow Anny! you are definitely a great reporter in the making. I love how you asked the really pressing questions that everyone wanted answers to instead of backing down from the BIG BAD CORPORATION!!! I love it. We need more reporters like you that get to the bottom of things!!!! Fantastic and show Mr. Horvath that you can’t push people around with his legal fine print!
GO ANNY!!!!!!
LOL Thanks Juweon!
Nice job, Anny!
Thanks Erik! I see you’ve gotten your Gravatar to work
Excellent investigative reporting, Anny! A prime example as to why people have to check things out even tho it is a lot of work. Maybe you could get a job like that Anny: Checking things out for people who cannot, for various reasons, do it themselves.
Happy Easter!
Thanks William! Do you know of a position like that?
Muwah! I love that phone. My best friend has it. I wish I had a phone company that supported that model. Boo.
Very impressed with your follow up! I think in general, being an interviewer for some show on tv would suit you very well. You have the camera charisma and OBVIOUSLY have great skill at this interviewing biz.
Keep up the great work Anny Chih – investigative reporter with the best smile EVEEERRRR
Thanks Kim!
Great stuff. Nice to read some well written posts that have some relevancy !
Thanks!
Hi Anny…you should be getting a job with 60 Minutes! I read about the next best job online and it just seemed to good to be true. What is the angle?
I thought that maybe their company wanted a mailing list of adventure seekers that they could sell to….or sell to other companies. But…I was wrong..their privacy policy states: PRIVACY: Mason Horvath is collecting personal data about entrants for the purpose of administering this contest. No further informational or marketing communications will be received by entrants unless entrants provide Mason Horvath with explicit permission to do so as indicated on the entry form.
Unless I’m missing something here, they are paying $50k to get a few grainy videos on a website and then sell advertising space to those hotels. To me it just all seems to good to be true. What do you think Anny?
I’ve thought about it probably way more than I should’ve. Right now it just seems like they didn’t think this one through. I hope to gain further insight from an interview with Dean.
Could you recommend any specific resources, books, or other blogs on this specific marketing topic?
Do you mean public relations or how to find the right target market for your product / service?
Good content, I will be back to read more
Thanks Lucas!
Keep working ,great job! Helpful Informational.