| | | During the recent years, NAVIAIR has not taken part in any recruitment campaign. Faced with the fact that the old times campaigns have faded out, we are also now left with the pressure resulting from a low birth rate, in our quest for potential air traffic students. A fact in society that is also experienced in many European air navigation services.
We therefore believe that it is about time to go for a renewed drive focusing at the training of ATCOs, enabling us to meet our objective of short-listing and employing potential air traffic controller applicants.
As a countermove to the trend experienced, NAVIAIR has decided to launch a recruitment campaign in close co-operation with D’Arcy, the advertising agency selected in the competition on grounds of preparing the best and most creative presentation.
The campaign will use the Internet as its main domain for the campaigning theme: “Test yourself; you could be found potential” – hand in hand with advertisements in various newspapers – for the purpose of creating a traffic centre on the web site.
The first step launched in September this year, advertisements were run in magazines such as Karavaneavisen, Tjeck, Filmguide, M!, and woman magazines. Magazines considered of relevance to the NAVIAIR target audience. Karavaneavisen is following the track of the caravan campaigning for new students up and down the country during the next three months.
The basic concept is carried by the desire to attract more attention to the job of an ATCO in lifting it up in a higher perspective. The agency did that by blending the two main ingredients of the job with each other – the controller and the radar display – into a very strong graphic display resolution
In full-page advertisements, 4 young air traffic controllers stage the game. The 4 stage performers ask 4 feature questions – take for instance “Are you in control of everything under the sun?” or “Can you be a party to something bigger?” – all being questions raised by some of the important points in our job specification of requirements we are looking for.
The pictures have been shot in ultraviolet light and have been post-processed to such an effect that the controller radiates concentration and intensity – the job is the focal point. They are unique pictures as the applied technique is different from anything else previously seen in the world of advertising.
Step one of the campaign shows the first round of information available at the website www.flyveleder.com. During the next 3 – 4 months, the web site will be re-constructed to allow other input than those given on job, education and training, and admission tests, such as input given via an interactive ATC game and a small test of approximately 20 – 30 minutes’ duration.
In addition, a new leaflet was published in October, just like a recent release of approximately 30,000 postcards at cinemas around the country.
The second step will be launched in the beginning 2002, visitors are not invited in for the sole purpose of checking in at the web site; they are now invited in for the trick or treat play in “Test your self”.
To an even greater extent, we will make use of periodicals and student newspapers, and at the same time make use of poster sites advertising at upper secondary schools and business colleges. In a similar way, we will make use of go-cards placed in coffee shops all around the country.
The picture we have in our mind is to combine marketing and test. In this way, the ATC game will vouch for an amusement value at top level while you pit your strength against that of an air traffic controller in landing an aircraft at Kastrup Airport, gain a high-score, and maybe beat a competitor.
We look forward to the outcome of the campaign, hoping for a greater number of competent candidates applying for the air traffic controller job.
View the pictures from the campaign
/NAVIAIR, Human Resources | |
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