Australian travel company Flight Centre Ltd has won the Excellence in Online category at the 2011 CareerOne Advertising Excellence Awards Queensland. The category recognises Queensland based companies that demonstrate successful and innovative online recruitment advertising through "unique conceptualisation, presentation, use of technology, visual impact, image and appeal to the intended audience".

Flight Centre's Global Peopleworks Leader, Michael Murphy, said the award was testament to the effort and innovation of the company's recruitment team. "Flight Centre strives for outstanding results in all areas of its business and to be recognised for this campaign among several distinguished nominees is very satisfying for the team," he said.

"The company's greatest asset is our staff and finding new and inventive ways to attract the right candidates is a key element in keeping the standard of recruitment high." Titled the Novice Health Campaign, Flight Centre's online strategy was designed to attract candidates to entry level travel consultant positions.

The campaign utilised the headlines, "Have you got travel on the brain?", "Do you have travel in your blood?" and "Want to make your mark on the travel industry?" coupled with branded comical images of aeroplanes and fingerprints in blood and brains. The campaign succeeded in increasing application numbers by 46% and contributed to a significant improvement in placement numbers on the previous financial year.

The winning campaign and award submission was coordinated by global recruitment specialist Employment Office.

Speaking about the campaign Murphy said, "The Novice Health Campaign was an excellent example of how to combine all the elements of innovative design into a fun and dynamic package that was attractive to the target audience, which in this case was 25 to 30 year olds".