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Hostplus launches 'Choose Quality' campaign
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| David Elia
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Hostplus has launched an advertising campaign aimed at retaining members once they change jobs.
The campaign aims at aligning Hostplus with quality brands and leaders in the industries in which the fund specialises such as hospitality, tourism and sport. It will include a series of three television commercials featuring people who are considered leaders in their fields, such as Sydney restaurateur Peter Doyle from Doyle’s restaurant, according to Hostplus.
“Unlike a lot of ads from super funds which show charts and fees and things that people don’t always understand, we’ve stepped away from the technical debate and engaged in an emotional branding exercise that asks people to choose quality, and choose Hostplus,” said the fund’s chief executive David Elia.
“It’s a campaign that focuses on retention of the almost one million Australians who are already with Hostplus, and literally asks those members to ‘choose Hostplus’ whenever they change jobs.”
Because the industry was highly casualised and highly mobile, people within hospitality and tourism tended to change jobs on a frequent basis, he said.
The campaign attempted to communicate to members that they could maintain their relationship with Hostplus as they changed jobs within the industry, regardless of whether the new employer had a relationship with Hostplus as a default fund.
The fund was not attempting to target members who were leaving the industry, but rather those changing jobs within the industry, Elia said.
Future instalments of the campaign will feature leaders from the other sectors Hostplus represents. There will also be outdoor, press and online elements to the campaign which will run nationally on an ongoing basis, and will be supported by a dedicated campaign website, www.chooseHostplus.com.au.
AUTHOR
Mike Taylor
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