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BiG-Ausbildung is a cross-media campaign by DEHOGA Baden-Württemberg e.V. to interest young people in launching a career in the hotel and restaurant industry. The BiG campaign (based on the German acronym for “careers in the hotel and restaurant industry”) communicates its message via print media, the Internet, cinemas and a free training hotline. Before BiG’s launch, qualitative market research was used to test the campaign to ensure it met the high demands of the target group of young people and school-leavers. The following criteria were then crucial to the choice of design: reliability, contemporary design, clarity and good information content, plus authenticity. A detailed information folder containing information brochures, an address list of companies that accept trainees, free application folders and an application checklist can be ordered over the hotline or the Internet. The interactive website www.big-ausbildung.de contains attractive features such as a check of available jobs, interviews with current trainees and a prize competition.
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