The ITHQ is a world-class institution and is the only school in Canada that provided secondary-level, college-level, university-level, and continuing education. It is an institution specializing in professional training related to tourism, hotel management, and restaurant management with over 50 years of expertise.
The ITHQ faces several challenges, namely to promote an industry among young people who see it as a posh environment with few career opportunities. The management programs (hotel management, catering management, and tourism management) are amongst the most affected.
In addition, despite its strong international notoriety, it remains difficult to reach young people aged 16 to 22, especially through advertisements. Millennials trust advertising content less than other generations and are experts at filtering it.
So how do we effectively reach millennials while changing the negative perception of the school’s management programs?
Beyond increasing the number of candidates for the ITHQ, we had an important objective of educating millennials. We had to:
Bring a playful aspect to the school
Give young people the opportunity to project themselves at the ITHQ
Sell the advantages of a field often shunned by young people
To break these myths and reach their target, it was crucial for the ITHQ, a para-governmental organization, to diversify their messages, often very classic, by bringing a playful and authentic aspect.
So, we opted for an interactive campaign that featured graduates of the school, broadcasting it on emerging platforms such as Tik Tok and Snapchat. This campaign took the format of a quiz addressing the issue of myths faced by the ITHQ and its management programs.
Videos were also developed to engage the audience, a format generally more catchy than banners which are often ignored by millennials (the phenomenon of ad blindness).
The results of the campaign were very satisfying, with a high engagement rate demonstrating the efficiency of the messages amongst the target audience.
Here are some highlights of this campaign:
quiz completion rate
users reached on social media (Facebook, Snapchat, Tik Tok)
video view through rate on Tik Tok
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