neusta Grafenstein has continued the social media communication offensive #richtiggemacht for the Federal Government’s Centre of Excellence for Tourism with great success. Last month, young people aged between 16 and 20 intensively gained information about training options in tourism, as shown by 15.9 million views on YouTube, Facebook, and Instagram, as well as nearly 100,000 visits to the info page www.richtiggemacht-tourismus.de.
#richtiggemacht is a target-group-specific social media campaign that focuses on the intensive shortage of young talent in tourism professions. With short video ads on social media, the potential next generation of tourism workers is invited to visit www.richtiggemacht-tourismus.de. There is extensive information there on the diverse training options within tourism.
Thomas Bareiß, the Federal Government’s Commissioner for Tourism and Parliamentary State Secretary at the Federal Ministry of Economic Affairs and Energy, praises the communication offensive: “#richtiggemacht addresses young people in their own language in their own digital environments and introduces them to the diverse options offered by the tourism training professions. #richtiggemacht is thus an important contribution to securing skilled workers in many areas of the tourism industry.”
After the successful kick-off of #richtiggemacht last winter, BMWi supported the second wave of the communication offensive with a total budget of 134,000 euros. “We used the media budget efficiently and invited precisely those target groups with high potential for vocational training in tourism via social networks,” says Dirk Rogl, Deputy Head of the Federal Government’s Centre of Excellence for Tourism.