GENERATION LOGISTICS TAKES TO THE STREETS TO MEET POTENTIAL EMPLOYEES
The new Generation Logistics campaign is appearing at poster sites including bus shelters, shopping centres and other high footfall areas in cities with high student populations, with the aim of challenging perceptions about the industry and encouraging interaction with the programme’s website, www.generationlogistics.org. Posters in cities including Edinburgh, Liverpool, London, Manchester and Cardiff feature eye catching visuals linked to roles in the logistics sector in the campaign’s distinctive orange and black livery, all with the strapline “Vacancies Available. Potential Unlimited”. A QR code on every poster directs the reader straight to the campaign’s website, where they can search for more information about the industry, as well as find out more about and apply for specific jobs listed on sponsors’ pages.
“As an industry, logistics has long been in the background, an unseen facilitator of every facet of our daily lives,” says Phil Roe, Executive Sponsor of the campaign. “We have already changed perceptions of our sector, creating more than two million engagements to date with our social media channels and website from those inspired to find out more about the industry. Taking the campaign direct to our audience, and encouraging them to interact with it, will enable us to challenge their ideas about what logistics careers are all about.
“We are confident that the combination of eye-catching visuals and high traffic areas will provoke a reaction from potential employees and encourage them to investigate more about the sector. The workforce of tomorrow is within our sector’s reach, but we need to challenge their preconceptions about our industry at every turn. We believe the new Generation Logistics campaign will do just that and drive yet more interest and engagement in the sector, to help us future-proof roles in logistics.”
Developed by Leeds-based creative agency ilk, the Generation Logistics campaign will feature three different creative executions, each designed to provoke a response from those passing by on foot or in a vehicle. The futuristic visuals and impactful typeface aim to challenge the way the public thinks about the sector and demonstrate the scale and scope of opportunity which the industry provides.
“Logistics is still an overlooked employment opportunity for many,” continues Roe. “By putting the industry front and centre, alongside other big-name brands which advertise regularly in this way, we are challenging preconceptions about the sector and what it can offer potential employees. We need to make sure that logistics is a career choice spoken of in the same breath as law, medicine, retail and manufacturing, and we are confident that our advertising campaign will help us take strides forwards in this.”
