Best job in the world: The sequel

It was only last year that we were all green with envy when Brit Ben Southall beat stiff competition to take up the ‘best job in world’. Particularly when we found out that he would be based on the idyllic Hamilton Island (Queensland), with luxury digs for him and his family and a great salary to boot, all for spending six months bigging-up the charms of Australia to the poor folks back home and around the world.

If you are the jealous type, I apologise for alerting you to the fact that the Aussies have done it again but this time it’s the other side of the country that’s offering us ‘poms’ the opportunity for guaranteed sunshine and some free travel throughout the state of Perth. On the 6th April the Western Australian Tourist Board will announce the lucky blighters who have won places on the eleven legs of a nine week taxi cab tour across Perth. All eleven legs will be driven by ‘Australia’s most amazing taxi driver’ as decided by a public vote ‘down under’.

Although Perth is the most popular destination for British expats relocating to Australia it is often overlooked in favour of Sydney, Melbourne and of course the sunshine coast of Queensland. It is also the most remote city in country and is nearer to its Asian neighbours than other Aussie cities. hosting the most British ex pats in Australia, travellers often neglect the west in favour of the more populated and familiar east coast.

A representative for ‘Tourism Western Australia’ stated, 'Our extensive research tells us that our target consumers don’t know what there is to do and see in Western Australia, which is a barrier to travel. They are not aware of the unique experiences on offer here, experiences which can’t be found anywhere else in the world.'

It’s hoped that it will create the same buzz for Perth as the Hamilton Island job achieved for Queensland. The winners won’t do too badly out of it either; free return flights to Western Australia, take part in one of the eleven legs of the journey and they may even get 15 minutes of fame on camera, as some legs will be filmed. After completing the taxi ride there will be a couple of extra days to relax before being flown home. As a marketing plan it obviously works, it’s got us talking about Perth. Fair Dinkum to them!

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