A North Yorkshire agency is working on a nationwide campaign to boost the crisis-hit hospitality sector.
The fabl, based at Broughton Hall near Skipton, is supporting the Hospitality Rising Campaign, to tackle the issue of 400,000 vacancies across the sector.
The recruitment campaign is the biggest the industry has ever undertaken and is spearheaded by marketing specialist Mark McCulloch of Supersonic Inc (pictured). It aims to change the perception of hospitality and is supported by a host of chefs and businesses including Tom Kerridge, Pret a Manger, Fortnum & Mason and Claridge’s.
Alex Hinge, Creative Copywriter at the fabl, said: “It’s exciting to be working alongside Mark, who is an incredible force within marketing.
“He’s assembled an impressive team to work on the campaign including Google’s lead creative agency Forever Beta and VCCP plus behavioural economist Rory Sutherland and ex-Army lead recruitment brand strategist Matt Waksman, who both work at Ogilvy. We’re delighted to be part of such a vibrant creative line-up and are looking forward to sharing the many ideas we have to help the campaign make a huge impact.”
Liz Smailes, Head of Business Development at the fabl, said: “We know how important hospitality is across Yorkshire and how much our region benefits from the sector thriving, including many of our own clients. Finding a way forward post pandemic and post Brexit is crucial. Hospitality is an area in which we have significant expertise and we’re delighted to be involved with this campaign.”
The Hospitality Rising Campaign has been backed by the Hospitality & Tourism Sector Skills Board (HTSB), UKHospitality, the British Institute of Innkeeping (BII) and the British Beer and Pub Association (BBPA).
