How to evaluate Deqing's marketing action of hiring lavender angel with high salary?

Some media commented on the Great Barrier Reef's recruitment of island protectors, saying that under the background of the financial crisis, "it is undoubtedly the most successful tourism marketing case in 2009". It is reported that the budget of this activity is 6.5438+0.7 million Australian dollars, but its public relations value has exceeded 40 million Australian dollars, and the comprehensive benefit has reached more than 23.5 times.