Case Study
ReCRUITMENT ADVERTISING
How to write job adverts for talented humans.
CALLING ALL KIWI PLUMBERS.
New Zealand plumbing firm Optum wanted to attract a new Plumbing Technician to their growing team. It really was a job-seekers’ market as every firm was trying to bag the top talent. So what could they do to stand out from the crowd with a compelling job advert that connected with Kiwi plumbers? Write them a love letter in their language of course.
Kia ora Plumbing Technician,
We know you’re the kind of legend who always gets the job done. You’re a self-starter: first in, last out, hard out. You take pride in your work and never leave a job half-finished. When others are busy Snapchatting on an extended smoko, you’re the one who’s always onto it.
Good on ‘ya. We think you deserve more than a chocolate fish and a pat on the back for your hard work and dedication.
You deserve to join a thriving company that properly rewards and recognises you, that shares your solid work ethic and allows you to grow in a challenging and stimulating workspace.
That’s why we’re reaching out.
We know you’re chocker with drive, determination and skill. We’re looking for someone like you with fire in his belly, who’s not afraid to push himself beyond his limits, who knows his worth and wants to earn the money and recognition he deserves, who wants to join a switched-on team who work hard and play hard together.
We look after our people and invest in all aspects of their lives, because we believe people are happier when they get amongst it - doing what they love with the people they care about.
We want to see you rock-climbing on the weekend, balling out on the swankiest restaurants with your family, catching early morning waves before tramping into work in your jandals with a big smile on your face, because you deserve it.
We’re the best at what we do because of talented people like you. Come join a growing company with big ideas and share in our success story.
Others might settle for second best, but you’re playing a bigger game. Take this opportunity to be the best version of yourself in your life and career.
Nga mihi,
Your pals at Optum Plumbing
EXOTIC ISLAND SEEKS THE PERFECT SOMEONE...
Visit Jersey were seeking a new candidate and were widening their search to the UK job market to find cream of the crop digital marketing talent. They wanted to create a job advert that stood out to attract the perfect someone. The solution? Write a lonely hearts ad from an exotic island….
Exotic holiday island seeks Partnership Marketing Executive to join award-winning destination marketing team for more than a summer fling…
The opportunity
This is your opportunity to join Visit Jersey, an award-winning destination marketing organisation founded by its independent government with one powerful purpose: to inspire the world to fall in love with Jersey.
Join a seasoned squad of creative storytellers, data analysts, travel marketers, sales professionals, and industry experts to grow our visitor economy and drive sustainable tourism to Jersey all year around.
Jersey has a strong tourism heritage in the UK holiday market. The current economic and travel landscape presents exciting opportunities for a British island that's close to home, but a world away from the familiar British holiday.
We need an innovative, passionate Partnership Marketing Executive with travel in their veins to help us lead our tourism destination into an exciting new era.
Our perfect someone would be open to a short distance working relationship, primarily working remotely from your UK home while visiting and connecting with us often. We're only a short one hour flight across the Channel or Teams Call away...
Our perfect someone
Jersey is an island for eternal optimists who always pack their swimmers (just in case). Welcome to the sunniest spot in the British Isles where summer is a state of mind. Even when it’s rainy, there’s a chance of dolphins. Jersey’s not a summer fling, it’s a year-long sunshine feeling. A place where you’ll feel you’re truly on holiday.
That’s why our perfect someone would be a glass half-full type of person. An adventurous marketer with a couple of years experience client or agency side who is up on travel trends with wanderlust in their veins.
We’re looking for an ambitious professional with a strong creative appreciation for world-class destination marketing. Who can award oscars for their favourite travel advertising campaigns. A curious mind who follows current travel and marketing trends and breakthrough platforms to learn and hone their craft. A social marketer who understands what makes thumb-stopping content and works with video producers to craft inspiring and culturally-relevant campaigns for social.
We’re looking for someone we can really trust, with a high level of personal and professional integrity. We are a close-knit group of tourism professionals who love what we do. Our perfect candidate would be a likeable addition to Team Jersey and throw themselves into every new challenge, even if it falls outside of their job description. They will have the flexibility to travel at home and overseas and be willing to do occasional evening and weekend work as needed.
Last of all, our perfect someone recognises that no one is an island. They will be an integral part of Team Jersey that works all year round to share our incredible island story with the world. A brand ambassador who starts conversations about Jersey in every room they walk into.
Does this sound like you? Who knows, maybe it’s written in the stars...
READ ALL ABOUT IT!
After some recent PR wins with top tier coverage on ITV, Good Morning Britain, Visit Jersey were on the hunt for a talented new PR Manager to grab more headlines and accolades for the visitor destination. Our concept? Design the job advert like a grabbing front-page news story.
(INSERT VISUAL OF AD)
DO IT FOR JERSEY!
How do we inspire islanders to fall back in love with tourism after a pandemic? How do we recruit the cream of Jersey’s marketing and tourism talent by stirring the patriotism and enthusiasm for Jersey? We remind them how much that tourism matters to the island.
(INSERT VISUAL OF AD)
THE TRUTH
Jersey is a youthful and exciting holiday destination across the Channel bursting with new and exciting experiences to discover. We needed to breathe a blast of fresh sea air to British travellers who are pining to get away and try something new and exciting.
Jersey has a unique feel about it. It’s a place that’s familiar, yet ever so slightly exotic. Jump on a short flight from over 20 UK airports, and in just under an hour you’ll feel the sand between your toes as the sun sinks over the warmest part of the British Isles. Wander a little off the beaten path, and the air of British familiarity gives way to a curiously Brit..(ish) feel.
The Island of Jersey delivers something unexpected for British travellers - we are close to home yet refreshingly exotic. That’s enough to make any visitor curious. The Curiously Brit...(ish) campaign is designed to provoke curiosity about Jersey's exotic side by serving up a refreshingly different twist on the familiar British holiday. It highlights our connectivity and proximity to the UK, but surprises and delights our audience with unique Jersey experiences and laidback continental influences to provide compelling reasons to visit.
WHAT WE DID
Advertising concepts
Design development
THE SOLUTION
This was our moment to present a fresh and modern cultural identity for the island. We needed to create an enduring and positive ‘image’ of Jersey with strong visual anchors that stuck in the minds of prospect visitors with a compelling hook that will make them want to visit.
So we created a distinctive and vibrant visual identity for the campaign including an exotic colour palette and typography, refreshed tone of voice, new suite of imagery and graphic devices. All in the lively and colourful spirit of the campaign.
We developed a series of ‘mini discoveries’ on TV and social media that riffed on traditional British holidays with a refreshing Jersey twist. Each creative captured the twist on the familiar with copy and imagery working in tandem to deliver something unexpected and exotic. The play was always in the juxtaposition between the familiar (British) and the exotic (ish). This gave our imagery a distinct and differentiated style from our competitor destinations.
We worked with Visit Jersey to curate visitor experiences that highlighted Jersey’s exotic points of difference to encourage UK visitors to ponder the exciting possibilities of planning a holiday in Jersey and drive referrals to tourism business.
WHAT WE DID
Videography
Photography
Visual storytelling
Artwork production
Script writing
Copywriting
HOW DID WE SHOUT ABOUT IT?
The Curiously Brit..(ish) campaign was rolled out in bursts of activity from January - March 2022 with tactical print advert placements across top tier media including The Times, Guardian, Telegraph, Observer and VOD advertising on ITV and Channel 4. We also placed OOH in key London areas of high visibility.
Rather than produce adverts for each individual audience segment, we broadened the appeal of our campaign by creating rich visual stories designed to appeal to all of our target audience segments in top tier UK media.
Each ‘mini discovery’ has multiple elements that tap into all of our target audience's key motivations to visit: Outdoor adventure, coastal and rural landscapes, heritage and culture, food and drink. The images will work beautifully in tandem with the copy to celebrate Jersey's unique points of difference and curiously exotic side. The play is always in the juxtaposition between the familiar (British) and the exotic (ish).
THE results
+27%
positive consumer sentiment
+400%
inbound flights
+124%
Industry referrals
You are amazing creative talents and we've been really lucky to have benefited from your ideas and campaign development. Really looking forward to seeing even more of your creative genius as a consumer soon!
— Amanda Burns | CEO | Visit Jersey
