As the time children go back to school, early autumn works as a time to launch the first wave of content promoting the industry.
The Morning Advertiser spoke with Anglian Country Inns managing director James Nye about where the campaign was now. He said the content, which will target Gen Z and younger Millennials, will promote hospitality as a wonderful industry to work in on digital channels like YouTube and TikTok.
As back-to-school time, he said September was an ideal month to promote the industry to those in education.
Nye also believed there was a lot more money still to come from supporters that would help Hospitality Rising to launch projects and create content. Adverts and billboards were also in the works and the campaign would also work to connect young people with the best people in the industry to help them learn and develop.
The campaign is backed by hospitality stars such as Tom Kerridge, Raymond Blanc and Angelina Hartnett, and the first round of digital material would feature content from those inside the industry.
What’s more, it had sector wide approval from trade bodies UKHospitality, the British Institute of Innkeeping and the British Beer & Pub Association. The campaign also worked with Government to promote its ideas.
“There's a lot of people who are investing in this who are not operators, because this is a challenge that faces the whole sector rather than just individual businesses,” said Nye.
Making work fun
The content would target people in entry level jobs in other sectors, who hadn’t considered hospitality as a choice. Hospitality stood out as a sector, for Rye, as it was very engaging, high energy, interesting and a fun place to be.
Another thing pub, bar and restaurant work offers is the opportunity to rise fast and build a career quickly, he continued. Nye believed it also gave staff a grounding for life, as you learnt practical skills and the confidence to talk to people.
“We're trying to make sure this is a long-lasting solution, that we are continuing to fight the fight and raise the profile of hospitality as a career choice, not just in September, but for years to come,” he said.