Background
Australia is home to many of the world’s best food and travel destinations. And behind every fabulous dining, hospitality, event and tourism experience, chances are you’ll find a William Angliss Institute graduate.
William Angliss Institute (WAI) has been quietly powering the industry since 1939 and with an increasingly open and competitive market, wanted a fresh communications voice to share stories, and attract new students. Pesel & Carr (P&C) was engaged to build a dynamic communications strategy to share these stories, promote career opportunities, and increase positive brand awareness across existing and new audiences.
Approach
We harnessed our communications expertise with WAI’s rich talent and together, built a carefully crafted plan. This was designed to position the WAI brand as the specialist provider for the hospitality, tourism, food and events industries in Australia, South East Asia, and beyond. WAI’s events and industry experts were central to the plan that also promoted the Institute as the launching place for vibrant careers.
Drawing on our extensive network across different media platforms, P&C launched a robust campaign positioning WAI as the voice of authority in the food and event training industry.
P&C implemented an awareness-building program and targeted print, broadcast and online platforms for major editorial coverage. We positioned key members of the Institute as industry spokespeople and pitched compelling testimonials, profiles, and case studies to diverse media platforms. These included major metropolitan, suburban, trade, food, travel, hospitality, youth, and careers media.
Impact
Just under 300 pieces of editorial coverage were shared on a range of media platforms, and all featured a positive tone. P&C effectively re-positioned the WAI brand as the leading specialist education provider for the hospitality, tourism, and food industries.
Strategic media coverage secured by P&C included Australian Financial Review, Herald Sun, The Age (Epicure, Careers and Education), Baking Business, e-Travel Blackboard, Food Australia, SBS, ABC Radio Melbourne and Radio National, Beat Magazine, Food Companion International, Business Franchise Magazine, Joy FM, 3AW and 3RRR, and a myriad of urban and regional papers.
Audience engagement grew and P&C successfully met WAI’s brief to share positive stories and extend its reach into new territories.
