Challenge
It was once called the best job in the world. But Covid, the cost of living crisis and issues underpaying staff, have all hurt the sector. Now sadly, it’s overlooked as a viable career option.
So when the Victorian Tourism Industry Council asked us to entice people to attend their Tourism Careers Expo, we knew we had a job to do.
How could we help them not only launch their Expo, but also dispel any misconceptions and showcase the opportunities? Oh yeah, and we had to do it with only 6 weeks lead time, in the dead of winter.
Solution
From awareness to inspiration, we created a multi-channel campaign. We streamlined the registration process. We created inspiring content and captured data. And we nurtured interest about exhibitors, job offers, and entertainment at the Expo.
In only 2 months, we executed a conversion funnel that excited, engaged and moved people to act. Did it work? In the words of VTIC’s COO, Chris Porter, “they delivered a well-coordinated and effective marketing plan that played a key role in the event’s success.”