The repositioning of Angliss was much more than just another student acquisition campaign. Although long recognised as leaders in hospitality and food, the Institute was lesser known for its top-shelf offerings in events and tourism.
To grow and evolve, the Angliss brand needed to shake off this limited perception – along with the reputation of being ‘quiet achievers’ – to tell the full story of everything they do.
In addition, Angliss needed to go upstream and challenge the outdated market perception that roles within hospitality, food, tourism and events are “not real jobs”, “not a profession” or an attractive “long-term career option”.
At the executive level, there was an appetite for change – for the institute to ‘back themselves’ and take a ‘bold and confident’ approach.
For the staff, there was a desire to be innovative and to open up the silos around each specialisation. With four complimentary pillars of expertise, the opportunities for collaboration, creativity and cross-pollination of ideas was wide and deep.
The rise of the celebrity chef, reality cooking shows and fleets of food trucks. The explosion of festivals and events. The desire to always be exploring, discovering and travelling. The motivation to follow your passion to ‘love what you do’ and the elevation of the entrepreneurial spirit.
There’s never been a more exciting or creative time to work in food, hospitality, events and tourism.
Our search for a unifying compelling story explored, not just what and how Angliss does what they do, but who they are and why they do it.
Who are they? An Angliss person is a ringleader, a doer, a dreamer, the one behind the scenes that runs the show. They create the experience. They live it. They breathe it. Often, they own it.
Why do they do it? No matter what area of specialisation at the Institute, the common unifying thread is the drive to create exceptional experiences for the consumer. The experience is everything.
The bigger picture that emerged is that Angliss is much more than just an educational institute for jobs in the service industry. The Institute is a proven specialist in developing leaders in the ‘Experience Economy’ – food, events, tourism and hospitality. All of which are growth industries as consumers spend more, share more, and find more happiness and status in ‘experiences’ rather than ‘things’.
Angliss people eat, breathe and sleep experience. They have more claim on experience than any other institution in Australia.
Angliss is experience. Angliss owns experience.
By collecting all that Angliss does under the banner of experience, we are able to shift the perception of being a conservative service-based institute to being an exciting experience-led brand. Not just for potential students, but for the Angliss community – existing and past students, staff and industry.
Internally, the new positioning unites the silos at Angliss, and gives the different areas of expertise a platform to collaborate on – how can we create great experiences together?
Externally, the campaign boldly and confidently positions Angliss as leaders in experience – exploring how it looks, tastes, sounds, smells and feels to study, and work, in the experience industries.
Meaghan Jones, Angliss Advertising and Production Coordinator
We worked closely with the Brand and Marketing team to craft a confident and bold awareness campaign, delivered across an extensive range of applications.
Alex Lloyd, Angliss Marketing and Future Students Coordinator, commenting on the Angliss Experience at the 2018 VCE and Careers Expo, resulting in an increase in leads.
Meaghan Jones, Angliss Advertising and Production Coordinator, commenting after the campaign’s internal launch.
Karen Hook, Angliss Chief Marketing Officer, commenting after presenting the campaign to the Angliss Board.