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People 1st Breaks New Ground With National TV Campaign
UXBRIDGE, England, August 19 /PRNewswire/ -- People 1st today launched a UK-wide campaign to improve the reputation of jobs in its sector bringing together some of the leading hospitality and tourism brands in a multimedia and TV ad campaign. The sector skills council has persuaded major brands including Merlin Entertainment, McDonalds, Compass, Sodexo, and Baxter Storey to join a campaign aimed at persuading young people to rethink a career in hospitality, leisure travel or tourism. Three other major UK brands - Living Ventures, Yo! Sushi and Gourmet Restaurants - have joined the ground-breaking TV and internet campaign. Each brand logo shares space on the end screen of the commercial - to be aired on Channel 4 this week and across youth TV channels. Brian Wisdom, chief executive of People 1st, commented: "We believe this campaign is a huge, positive step towards fixing some of the major issues facing our employers. "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." The TV ad, featuring the brands of employers representing hundreds of thousands of hospitality workers, is believed to be the first of its kind in this country. The ad drives people to an innovative microsite - greatplaces2work.co.uk - which has a 'YouTube'-style repository of videos of showing real people with great jobs. The site also features a self-analysis test helping young people to discover the skills and capabilities which employers value. Brian Wisdom added: "We see this campaign as a vital part of our sector's attempts to bring the brightest and best talent into our industries as we begin the task of preparing for 2012. "We are delighted that these top-flight companies have put aside their individual differences to appear in our campaign. This is a massive step towards improving the image of our sector and we are now hoping many other like-minded organisations will support our efforts in the coming months."
