British Columbia’s Ministry of Jobs, Tourism and Innovations has gone on the road with a rock band to get the province’s youth excited about their employment options.
The “Jobfest: Rock your Future” tour launched April 18 in Abbotsford, B.C. and is part of a six-month event-based marketing program from Cossette Vancouver and Inventa Sales and Promotions.
It features headliner act Acres of Lions appearing in 50 urban and rural towns alongside local talent, interactive games and concert-themed swag for concert goers.
On-site giveaways include drum sticks, guitar picks and CDs. Those attending may even see career-themed tattoos for midwifery, vets and radiation technologists on fellow concert goers.
The promotional campaign also includes print and radio support in each of city on the tour. The ministry also tapped local radio DJs to help conduct localized talent searches.
The tour, said Louis He, brand director at Cossette West, aims to engage youth in the 15- to 25-year-old range in conversations about potential careers and opportunities in the labour market.
“These kids are shaping B.C.’s future, but thinking about jobs and careers is scary for them,” said He. “The point of Jobfest is to go into their communities and make it very conversational and fun and engaging.”
Vizeum Canada is the B.C. government’s agency of record for media.
