Brand:
Dreamworld
Project:
Expert marketing advice for summer casual recruitment drive - employer branding
Involvement:

Develop strategy, direct creative teams in development of campaign creative and develop media strategy for Summer Recruitment Drive for Dreamworld.

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Objective:

Dreamworld needed to recruit a large number of summer casuals (>600 staff) to meet their parks’ needs over the Christmas peak season (this was a significant increase (113%) on the prior year). Their primary target audience were not heavy users of traditional media, competitor companies were highly visible in the market at the same time and looking for exactly the same people. Dreamworld had to not only stand out, but be the employer of choice for this market.

Strategy:

Adopt an alternative media and communication strategy with a strong, eye-catching headline to reach as many Gen Ys as possible; critical to positioning Dreamworld as a preferred employer.

Creative:

By using an integrated approach (including press, cinema, Avant Card postcards, posters, online banners and in-park promotion) we were able to reach the elusive Gen Y target market and get our highly creative messaging across.

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Results:

Dreamworld successfully hired enough staff for the summer season (600+ staff), of which almost 400 stayed until the end of the season and over 300 decided to stay in full-time employment.