Challenge

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Queensland’s tourism and hospitality sector was struggling to fill roles. And with a range of jobs across the state, we needed to let people know just how rewarding this career could be.

Solution

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Salary, success, fun. Young adults want all the things you’d expect from employment. But to connect with them more deeply, we needed to leverage their intrinsic motivations: a sense of belonging. With our ‘Join the crew’ campaign, we showed our audience that when working in tourism, you’re always amongst friends. Brought to life across social, online and radio, it painted a career in tourism as not just a great job in an amazing location, but a thriving social scene filled with fun and interesting people.

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