Industry Promotion
director, Bethany Windsor, explained, the tactic challenged people to reconsider their preconceptions about a career in logistics as they went about their daily lives. “We know from our research that young people, in particular, know little about careers in logistics, so we needed to shake up their thinking and make them re- evaluate what our sector has to offer,” she said. “Putting messages out on the streets, right under the noses of those we want to attract, was a bold move, but an opportunity we cannot afford to miss when the sector’s skills shortage represents a real opportunity for young people.” Using bold, eye-catching and futuristic designs, the AdVans were seen by almost 60,000 people during the three-day period, with research showing that consumers on the street spent 80% longer viewing the vans than they would traditional out-of-home advertising. Windsor added that, this is all part of the campaign’s strategy to be challenging and provoke discussions among its target audience.
The Generation Logistics campaign van in Nottingham
Generation Logistics takes to the streets
T he ground-breaking awareness campaign Generation Logistics has continued to challenge perceptions of the sector, by taking its message directly to thousands of people in another fi rst for the logistics sector. Using mobile AdVans – the first time that such a medium has been
used to promote roles within the sector – Generation Logistics’ messages about the opportunities available for those seeking a career in the industry were delivered directly to the campaign’s target audience in Leeds, Manchester and Nottingham over three days. As the campaign programme
For more information on Generation Logistics visit www.generationl ogistics.org
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