20th Aug 2008 - 00:00
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Abstract
Sector skills council People 1st has persuaded major brands including Compass, Sodexo and Baxter Storey, to join a campaign aimed at encouraging young people to consider a career in the hospitality, leisure travel and tourism industry.
Three major UK brands – Living Ventures, Yo! Sushi and Gourmet Restaurants – have also joined the TV and internet campaign. Each brand logo shares space on the end screen of the commercial, which is to be aired on Channel 4 this week and across youth TV channels.
The ad drives people to a microsite – greatplaces2work.co.uk – which is a 'YouTube' style of videos showing real people with successful jobs. The site also features a self-analysis test helping young people to discover the skills and capabilities which employers value.
Brian Wisdom, chief executive of People 1st, commented on the initiative, said to be the first of its kind in this country: "Every day we read negative stories about careers in bars, hotels, restaurants and tourism businesses. We have been able to pull together some of the biggest names in our sector to attempt to reverse this trend."
Wisdom added: "This is a massive step towards improving the image of our sector and we are now hoping many other like-mined organisations will support our efforts in the coming months."