News that Best job in the world winner Ben Southall is to get four helpers has prompted a string of comments about whether he should have won the competition in the first place.
Southall has already come in for criticism for a perceived lack of activity on his blog, although his defenders point to a heavy schedule organised by Tourism Queensland as the reason for his relative silence.
But even when he does manage to stir himself into action, he gets it wrong, mistakenly Tweeting “Hayward Island” as opposed to “Hayman Island” when reporting on the gastronomic delights on offer if you’re lucky enough to get a free feed.
Prior to that, he attracted flak in UK tabloid The Sun after apparently complaining about missing English roast dinners and long summer evenings.
Some people have said this all shows Tourism Queensland picked the wrong man and now regrets its decision, but Thumbrella begs to differ.
The more negative publicity Southall drums up for being a lazy, whingeing Pom, the more column inches he attracts for a campaign already estimated at generating more than A$80 million in free publicity.