The Solution
Eye-catching Collateral
Looking to engage SMEs in the pubs, bars, restaurants and hotel sectors, we created visuals that spoke in their language. Inspired by traditional pub signage and using a generic, popular pub name – The Ship – this became the cover design for a B2B digital booklet, with the added twist of The Ship Relaunched. The pages inside were inspired by chalkboard promotional messaging. Using the existing Hospitality Rising logo, we took the rays of sunshine as a branded design element.
The tone of voice became one of support, collaboration and camaraderie – three elements that define successful operational teams in hospitality. The aim was to present Hospitality Rising as a lifeline to one of the industry’s biggest challenges – recruitment.
The digital brochure formed the foundation for a suite of communication items that would be displayed at industry trade events, such as a pull-up banner and table-top miniature tent card the size of a business card that is placed on seats, tables, plates or hung on glasses.
To find out more or join the campaign, visit www.hospitalityrising.org
Campaign Results: June 2023
Campaign Highlights
- Our main target, a shift in consideration to work in Hospitality from 1-in-5 to 1-in-3 people (1)
- 500,000 job views and 125,000 job applications (2)
- 54m impressions on paid ads and social (3)
- 13.5m impressions on TikTok (4)
- 27.4m PR reach with 176 pieces of coverage in key national titles (5)
- 50% of our target audience reached – UK nationals 16-30 year olds (3)
- Campaign recall of 46% amongst a surveyed group of our target audience (1)
- Winner of the Casual Dining, Special Recognition Award
- Nominated for a PMA award and two DRUM Marketing awards
- A third burst of TikTok activity over the summer to drive awareness with education leavers and increase job applications
(1) KAM Hospitality Rising Nat Rep Survey March 2023. (2) Monster.com. (3) Audience figures provided by Smithfield. (4)TikTok audience figures provided by Antler Social . (5) Combined results from Fleet Street and Tiger Bond.
Hospitality Rising helps boost appeal to work in sector: New research from sector recruitment initiative Hospitality Rising, in partnership with research consultancy KAM, has demonstrated a positive shift in the way the industry is perceived. More than one-in-three (35%) UK adults now consider hospitality an appealing industry in which to work, up from one-in-five just a year ago. Progress has been driven by activity across the industry – from operators, trade bodies and suppliers – plus the positive impact of the Hospitality Rising initiative and its #RiseFastWorkYoung campaign.
The research also highlighted that, of those who currently don’t work in the industry, the consideration to work in hospitality has increased from 52% to 81%. When benchmarked against other industries, such as education, retail and construction, hospitality has experienced the biggest increase in consideration to work over a 12-month period. The success of the inaugural “Rise Fast, Work Young” campaign, which recently hit 105,000 job applications, is such that nearly half (46%) of the target 18 to 30-year-old demographic had seen and remembered the campaign and 76% of this group said the campaign would encourage them to work in hospitality. Encouragingly, the results were similarly high for slightly older job seekers with 75% of 31 to 40-year-olds saying the ads would encourage them to work in hospitality too.
Mark McCulloch, founder of Hospitality Rising and campaign director, said: “It is incredible to see this transformation in the way hospitality careers are perceived in less than six months of launching our first campaign. We are so proud of what the Hospitality Rising team have achieved, proving the power of what we can achieve as an industry when we truly come together to tackle important issues. This is why we will continue to champion the hospitality industry far and wide. Without new talent coming into the industry we will continue to struggle. The needle on total vacancies will take time to move, so we are calling on all operators big and small to invest in the campaign for year two, starting in September. We’ve come so far in six months with 300 investors imagine what we could do with 1,000. Let’s not take a step back but keep up momentum and build on this fantastic start.”
Hospitality Rising is backed by some of the biggest names in the UK, including Whitbread, Pret, Welcome Break, Hilton, Soho House, Prezzo, Revolution Bars Group, Parkdean Resorts, Buzzworks, Claridge’s, JW Lees and The Pig. On the supplier-side, Coca-Cola Europacific Partners, hospitality tech supplier Zonal, and guest WI-FI Wireless Social based marketing solution, are platinum sponsors.
Celebrity chefs including Nathan Outlaw, Tom Kerridge, Thomasina Myers OBE, Angela Hartnett OBE and Raymond Blanc OBE, have also generously given their time and support to the initiative.
Changing perceptions or building awareness is a process. At the fabl, we have a formula which has been proven since our founding in 2006. It’s called StorygellingTM.
When you’re ready to take the leap and up your marketing game, have a chat with us.
Marketing | Brand Collateral | Hospitality