Currently, hotel workers are among the lowest paid employees in Australia. Two thirds are casual. Injury rates are high. And what about sustainability? It seems like at many hotels are still partying like it’s 1985 & making a big deal out of asking guests to re-use their towels.
Make Believe worked with the body representing hotel workers – the Liquor, Hospitality and Miscellaneous Union – to create a new kind of hotel rating program, The First Star. The aim of the First Star is to set a new standard in hotel quality, “ethical luxury”.
The program will evolve over time. Currently, the First Star website allows travellers to sign on to support the ethical luxury fundamentals, amplify their support through social media and encourage their favourite hotels to get with the program directly. It also allows travellers to hear updates on hotels’ progress and the latest from staff on what really goes on behind the concierge’s desk.
Make Believe delivered:
- A positive creative concept that engages customers, staff and management
- Active outreach and engagement on business travel forums and blogs to solicit input to the design of the program
- The First Star’ branding and website
- Google Ads
- Messaging and copywriting
- Creative guidance on supplementary pieces of communication – such as luggage tags & cards to leave inside hotels
- Script for endorsement video, spoken by Corrine Grant