Case Study: Tourism Industry Association of Ontario Reframes Tourism Careers with Alphabet®

Tourism Industry Association of Ontario drives 7.3M impressions with Alphabet

The Tourism Industry Association of Ontario (TIAO) faced a severe labour shortage and negative perceptions that tourism jobs were low-paying and uninteresting. They partnered with Alphabet® to address this challenge using services including brand strategy, campaign development, and video production.

Alphabet® created the bold "Work Doesn’t Suck" campaign to reframe tourism careers as flexible and rewarding. The solution included a series of authentic videos and in-your-face messaging that reached over 725,000 unique users and generated more than 7.2 million impressions. The campaign successfully drove significant engagement with over one million clicks, effectively challenging outdated stereotypes for the client.

Tourism Industry Association of Ontario