Auckland's successful Go with Tourism campaign inspires national roll-out
By Tomahawk on
The Government will inject $5.2million to attract more talent into tourism following the results of an Auckland pilot programme.
Go with Tourism is an innovative online job-connector platform launched by Auckland Tourism, Events and Economic Development (ATEED) earlier this year. The goal is to address the critical workforce shortage confronting Auckland’s tourism industry.
ATEED engaged Tomahawk to conduct stakeholder workshops, design the Go with Tourism brand and campaign then execute a regional recruitment drive targeting Auckland’s youth.
Tomahawk Director Gina Paladini is delighted by the Auckland results and national recognition.
“Tourism is at the heart of all things we do. Our industry has typically flown under the radar with school leavers. But thanks to clear research insights and a strong collaboration with ATEED and Tourism Industry Aotearoa (TIA), we nailed the key influencers for the hard-to-reach youth market.”
In just four months, Go with Tourism Auckland generated more than 60,000 unique visits to its website, signed up 186 employers and enticed 710 people to register on its job connector hub. To date, 31 people have gained jobs in the local tourism industry.
ATEED’s Senior Project Manager, Matt Stenton credits Tomahawk as a key partner in the campaign’s success.
“The team were tasked with the enormous job of building the platform, developing the media plan and launching a tourism careers expo in under six weeks.”
The Auckland careers expo attracted 10,000 young people across ten days.
“To get green-lighted for national funding after just 19 weeks is pretty impressive. None of this would have been possible without Tomahawk’s incredible support,” said Mr Stenton.
The repackaged Go with Tourism programme will be driven by a national hub and expanded into more regions through regional coordinators. Engagement opportunities such as school ambassadors, industry open days and a 'Pledge a Placement' programme will be actioned.
The new $5.2m investment is a significant boost for the tourism industry in its bid to attract talent. It is estimated that 40,000 new tourism workers need to be recruited by 2025 to address forecast labour shortages.
New Zealand visitor numbers are projected to exceed 5 million by 2024.
ABOUT ‘GO WITH TOURISM’ CAMPAIGN
• A joint initiative by Tourism Industry Aotearoa (TIA) and Auckland, Tourism, Events and Economic Development (ATEED) to address skill shortages and attract talent into the Auckland tourism industry.
• Launched in April 2019 , the campaign is a job-connector platform linking tourism employers with potential candidates, primarily targeting Auckland school leavers.
• To date, Go with Tourism Auckland has had more than 60,000 unique visits to its online platform, has 186 companies signed up as employers, 710 people have registered to the job connector, and helped 31 people into employment.
• The campaign will be repackaged and rolled out to regions boosted by government funding of $5.2million from the new International Visitor Levy (IVL).