Client: Australian Chamber of Commerce & Industry (via Department of Education, Science & Training)
Engagement: 2005–2008
Role: Principal Consultant, Digital Rehab
Faced with a steep decline in hospitality apprenticeships and a growing national skills shortage, the Federal Government launched a $4M initiative targeting key sectors including hospitality, mining, and construction. Alisdair Blackman was engaged to lead the creative and strategic development of the hospitality sector’s response.
Strategic Activities
- Developed full creative pitch, business case, and funding submission over 9 months
- Secured Federal funding for a 2-year national campaign: Discover Hospitality
- Created rich media website featuring video testimonials, educational content, and a free job board
- Collaborated with industry champions Curtis Stone, Luke Mangan, and Neil Perry
- Delivered campaign assets for career advisors, educators, and industry influencers
Key Outcomes
- Launch of discoverhospitality.com.au, praised for tone, creativity, and impact
- Ongoing use and management of campaign materials by Restaurant & Catering Australia
- Elevated visibility of hospitality careers and improved engagement with young jobseekers
This initiative helped reshape perceptions of hospitality careers and provided a lasting platform for industry recruitment and advocacy.
