2024 Recruitment Campaign Results
Digital billboard on Highway 19 North at Snaw-Naw-as Market/Shell
2024 was the third year of our co-operative recruitment campaign, aimed to drive qualified prospective staff to participating businesses.
We listened to businesses, and moved this campaign up, starting and ending earlier than in past years, from end January to end March.
10 businesses participated, representing accommodations, tour/lesson outfitters, and restaurants.
Ads were served to audiences of university and college students, primarily in BC, Alberta, and Ontario, looking for summer work and open to a change in scenery. Another audience was people who were working in BC and Alberta ski resorts, and already familiar with working in the tourism industry.
These ads ran on various platforms, including:
- TikTok
- Pelmorex (The Weather Network mobile app), and
- Meta (Instagram and Facebook) posts and story videos.
- We also used the digital billboard spot on Highway 19 to run this messaging (in the lead image of this blog post)
The campaign generated over 33,000 page views of the work in tofino page on our former website, which listed all 10 participating member businesses. From this, a total of just under 16,000 outbound visits to the websites of these businesses were generated!
Here is some of the creative:
One of two videos on TikTok
Meta (Instagram & Facebook) ad 1 of 2
Meta (Instagram & Facebook) ad 2 of 2