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Challenge:
With a new Vice President in Human Resources, Busch Gardens
(and Adventure Island) asked NAS to design a fresh campaign with ads that were exciting, crazy, off-the-wall, and different. Their goal was to create a sense of immediacy and entice as many people as possible to apply. (At the time, unemployment was low and competition for workers was very high.) They also wanted us to incorporate their current photos (pictures that showed what a fun, exciting place it was to work) into our advertising.
Solution:
Using their photos as a starting point, we wrote headlines that both played off the images and conveyed a fun message about the park. "And you thought your roommate was a character," "Work where all your friends hang out," and "Heard the big news? We're hiring," were just a few of our headlines that we used. In each ad, we included a call-out that said "Apply now!" and listed only the benefits and positions. Since most people already knew what Busch Gardens and Adventure Island were, we eliminated any body copy we could in order to leave as much white space as possible.
Results:
The ads were well-received by the client and the public! More people than ever responded to the ads and Busch Gardens/Adventure Island had one of its best hiring seasons to date. In addition, the three ads shown were entered as a campaign into the EMA Advertising Excellence Awards and won a Merit Award.
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