The Ask
Fáilte Ireland, in conjunction with Tourism Careers, were looking to create a recruitment campaign that would shift perception of a career in tourism among Gen Z from a ‘stop gap’ or summer job to a long term career option, showcasing the lesser known skills you can gain in this career path.
The Insight
When we travel or plan a trip, we tend to turn to reviews online, e.g. Tripadvisor or TikTok, which are always reviewing the experience of tourism from the tourists’ perspective.
Gen Z love to give honest feedback, and are changing the hiring game – they now review you, instead of you reviewing them. They’re open, honest and unafraid to share their opinion.
The Idea
This campaign flips the typical format of reviews on its head, handing the mic over to the career pros themselves to review their role and all that comes with it.
What if you reviewed your job like you review your holidays? You’d find that a career in tourism is a career you’ll rate.
