The WA Government is addressing skills shortages in the hospitality and tourism industries.
Digital Loop, Initiative, Rare and the WA Government devised a multi-publisher campaign to tackle this issue in a creative and fun way.
By working with Digital Loop’s media partners InMobi, Gumtree, Student Edge and most notably The Brag Media, the ‘Discover the Other Side’ campaign targets hospitality and tourism workers from the east coast. The campaign reaches job-hunters and travel intenders with a content-lead approach and speaks to the music and entertainment industry directly thanks to The Brag Media sites like Rolling Stone Australia, Tone Deaf, The Music Network and more.
The Digital Loop campaign components comprises of display, email, social and content. The campaign even features in the December edition of the Rolling Stone Australia magazine.
This work culminated in the production of a bespoke video, filmed by Rolling Stone Australia in WA, featuring Scott Douglas, Managing Director of Running With Thieves brewery who highlights the best parts of WA and why it is best place in Australia to work.
Douglas said: “I think there’s this emerging confidence now with the next regeneration that’s coming through, that they can compete on the world stage but they can do it in Perth. It’s unpretentious, there’s not the arrogance or the attitude that goes with it. It’s still everything focused around that lifestyle piece.”
Paige English, Head of Communications Design, Strategy, Government Solutions at Initiative Perth, said: “Our audience seeks adventure, partnering with Digital Loop’s portfolio meant we could bring to life successful adventures into Western Australia’s Hospitality industry, as well as profiling the benefits of living in our amazing state.”
Digital Loop also provided significant HTML production in order to raise the effectiveness of the creative, integrating display banners with imbedded video and producing bespoke site skins and high impact ad units across the three platforms.
Chris Coufos, MD of Digital Loop, said: “This is the perfect example of how to best leverage Digital Loop’s unique position in the WA market. We created engaging content and creative across multiple digital partners and provided a multi-touch approach to deliver scale and cut-through.”
The “Discover the Other Side” campaign is currently live until the end of February 2023.