A campaign to increase awareness of the new Travel and Tourism Diploma among young people and employers has launched this week with press and radio coverage.
The diploma is one of 17 that will be available to 14 to 19 year olds by 2011. They will provide an alternative to GCSEs/ A levels and apprenticeships.
The media campaign, which launched this week, aims to build on the success of last year’s campaign. Adverts will feature in magazines such as Take a Break and Bella as well as the Independent on Saturday and Observer magazines.
The diplomas will be advertised on radio stations, outdoor posters on phone boxes, billboards and bus shelters.
Diploma project manager John Humphries said: “The campaign will help establish the diploma as an integral part of the education landscape…and young people will be able to make informed choices about whether this qualification is right for them.”
There will also be a pamphlet for employers explaining how and why to get involved and 141 roadshows, which will reach more than 65,000 young people and their teachers.
Advantage chief executive John McEwan, who chairs the Diploma Development Partnership, said: “The response from employers has been great so far. They have had direct input in the programme and are keen to provided the students with work experience.”
The diploma will help improve the image of the travel industry among young people, he added. “The diploma is very important for the industry. It means we will have well educated and informed students entering our industry. Despite the economic sitation travel is a vast industry and the new diploma will really put it on the map.”