'Be My Guest' Campaign Gives the Hospitality Sector a New Face

The labour market in the Netherlands is tighter than ever, and the hospitality sector is one of the industries suffering greatly as a result. Organisations from the hospitality and leisure sector are joining forces to launch the Hospitality Pact with the aim of developing sustainable solutions for the labor market. The Hospitality Pact is launching its first campaign: Be My Guest. The campaign, developed by Born05, targets a young job-seeking audience and features a digital platform that brings together education and job vacancies under one roof.

Be My Guest revolves around the essence of hospitality: hospitality itself. It invites young people to discover the challenges and opportunities within the hospitality sector and become a part of it. To honor the diversity of the sector, the campaign platform is filled with inspiring stories and motivating interactive videos that highlight the qualities one develops as an employee in hospitality.

Teun Verheij, client representative on behalf of the initiators of Be My Guest, said: “Born05 immediately demonstrated that they could capture and visualize the essence of the hospitality sector. The challenge lay particularly in developing a concept that could be embraced by a wide range of stakeholders as well as a broad and discerning target audience. They added an additional layer to the campaign with the inspirational character of host James. This is what makes working with Born05 enjoyable; they always manage to surprise and deliver high quality.”

Timo Wilbrink, creative director at Born05 said: “With the campaign and the Be My Guest platform, we were able to make the most of all the specialties within Born05. From strategy and concept to the development of a visual identity, user-centered platform design, and video production with virtual production techniques (together with Bruut Amsterdam), the joy and craftsmanship shines through.”

The platform can be visited at www.BeMyGuest.nu, and the nationwide campaign will be rolled out via social media, trade media, and channels of participating organizations starting June 29.