HIT Training wanted to showcase the sector as a great place to work. But our research showed that people tend to see hospitality jobs as ‘a stepping stone’ or as having ‘limited prospects’ – posing the question, do hospitality careers need a re-brand?
We also uncovered that there was £1.28bn of unspent Apprenticeship Levy funding. We knew there was an opportunity for HIT, as the UK’s leading training and apprenticeship provider, to become the voice on the levy.
We launched ‘Don’t Waste’ to unite forward-thinking businesses to protect the future of the sector with a series of bespoke events and a wide-reaching media relations campaign bringing to life positive stories. It became one of the most successful campaigns HIT has ever run with industry relationships formed, 10 new clients secured and 683m website referrals. The campaign generated 100+ pieces of coverage in key media, and 31 deep-dive thought leadership articles.