Travel Counsellors
Recruiting travel talent.
Travel Counsellors is a travel agent founded 25 years ago; and at its inception, provided an innovative method for flexible, remote working, for its entire workforce. Born from the desire to provide customers with the best travel experiences, and create inspiring career opportunities for travel professionals, the business boosts 1,900 ‘counsellors’ across seven countries through its franchise model.
Recruiting Talent
Much like competitor organisations, counsellors work on a commission basis only. However, operating solely within the franchise model, without cannibalisation of the market (from a high street presence), having 400 team members at HQs supporting the entire back office operations, a state of the art booking system, marketing advice and tools, plus comprehensive lifestyle and well-being infrastructure, Travel Counsellors has a business advantage for its franchisees. It’s in this context that Truth was briefed to develop a recruitment campaign to differentiate its business from the competition.
Moving away from me-too messages commonly used in the industry (i.e. home working and work-life balance), which are motivations but tend to attract a wider audience, Truth’s objective was to re-educate the market about Travel Counsellors and attract experienced and passionate travel professionals.
With support from research demonstrating the audience’s frustrations and struggle to see or realise their next career move, Truth developed an emotive concept calling to the hearts and minds of travel professionals with entrepreneurial spirit.
The campaign was very well received and saw an evolution for its second wave, strategically timed, and aimed specifically at tour operators.
Recruiting New Entrants
In line with this, Travel Counsellors needed an independent campaign to approach and recruit candidates for its Academy programme: customer-focused individuals with life experience and travel enthusiasts looking to break into the industry.
Truth developed the concept Make your life travel, a concise and straightforward digital campaign responsible for encapsulating all the good reasons to enroll on the Travel Counsellors training programme.
What we did:
– Creative Concepts
– Press and Digital Advertising Campaign
– Social Media Concepts
– Customer Value Proposition
– Copywriting
– Film and Motion