The brief

Create a series of videos to raise awareness of and drive applications for an annual travel and mentoring program sponsored by Hostplus, targeted at young people in hospitality. Secondary aim was to position hospitality as a first-choice career that holds plenty of opportunity.

The work

Created video concept based on brief from client. Selected high-profile talent involved in Melbourne Food & Wine Festival’s 2019 events who could endorse the Hostplus program. Wrote interview questions. Briefed videographers, conducted interviews with camera crew on-site at MFWF, and then liaised with video editors and client on post-production

The outcome

Created a three-part video series for use on social and web during the campaign’s peak period of activity. Using the same interview questions for each subject, each video created served a purpose: 1) inspire, 2) emote and 3) educate. 

The results were a 36% increase YOY in application numbers and the highest organic reach of the last three years of the campaign. The use of high-profile talent such as Lune Croissant’s Kate Reid and Maha chef-owner Shane Delia helped to improve perception of Hostplus and the scholarship program