Post-pandemic, Quebec’s favourite amusement park also faced recruitment challenges as life returned to normal and students had more job opportunities, with increasingly attractive conditions and wages, to choose from.
Objective: Recruit enough young people (15–20 years old) to keep the park running smoothly for the summer and fall seasons.
The interview-style advertising platform involved filming employees in their work environment – or in the middle of a ride – and asking them questions about their work at La Ronde. This allowed for spontaneous and natural responses. Each of the 7 videos, posted to social media networks, ended with the new tagline, Arrête de tourner en Ronde, postule à La Ronde! (The tagline plays on the word ronde or “round” to urge the target to “stop turning in circles” by applying to La Ronde.)
By May 2023, 4 months after the launch of the campaign, La Ronde had received just over 1,000 applications (double the initial target set for the campaign). The Goliath video received over 1M views.
To support the web campaign, La Ronde held an open house to ensure it had full teams ready to welcome fun seekers for the 2023 summer season!