Avea
"This is my office" recruitment campaign
About
AVEA, the national body representing Ireland's visitor experiences and attractions, set out to launch a bold campaign aimed at changing how people see careers in tourism.
The idea
AVEA, the national body representing Ireland's visitor experiences and attractions, set out to launch a bold campaign aimed at changing
Maxmedia was tasked with attracting a diverse and cross-generational workforce to roles within the industry. And what better way to illustrate the benefits of roles within the industry than to attract talent with talent.
The result was our campaign concept: This is my office.
Our campaign broke away from old stereotypes and, instead, highlighted the opportunities for growth, inclusivity, and careers that would appeal across generations. Drawing on a social media trend where people posted images of beautiful environments with the title ‘today’s office’, we presented AVEA member businesses as diverse, inspiring and aspirational places to work.
This is my office became AVEA’s recruitment campaign, and was widely adopted across member networks and industry platforms.
