Visita is the trade organization for the Swedish tourism industry. It’s an industry that’s desperate for people and looking to hire about 40 000 – 50 000 people a year in the near future. At the same time, applications to the Hotel & Tourism and Food & Restaurant high school programs are down all over the country. We had to find a way to change the trend.
Although students ultimately are the ones who choose their high school program, parents have a great deal of influence. So, we had to reach out to two widely different target groups and get them to agree – that the Hotel & Tourism and Food & Restaurant programs are a great choice for high school. Students have a hard time envisioning life after high school – and parents might not know what career paths are available in the hotel and restaurant business.
We created a campaign that spoke to young people by showing them just how different these programs are, and all the possibilities that were available to them. To let them know that school doesn’t have to be the way it always has been. And that, afterwards, the career possibilities are endless – an argument that speaks to both target groups.
The concept “världens jobb” contains more than you might think. It’s all about how you say it. It promises career opportunities all over the world, it promises hard work, it promises fun work. So, “världens job” is not really about just one job, but thousands. And a world of possibilities.