Michigan Hospitality Foundation

Serving up results to boost the future of Michigan hospitality.

Hospitality makes Michigan an all-season destination for food, adventure and fun. The industry fuels our economy, as well as 450,000+ jobs across the state. To continue to feed the pipeline for future success, Brogan & Partners and Martin Waymire teamed up to curate and launch an enticing, two-fold marketing campaign.

Giving students a taste of the good life.

With a younger target audience of current high school and undergraduate students, our media strategy leaned heavily into social media and video assets.

Additional cross-screen display, rich media, YouTube and native pieces rounded out the campaign to reach key decision makers in the parent demographic.

Opening doors of opportunity for educators.

The Michigan Career Education Conference gave MHF an opportunity to introduce new districts to their ProStart and Hospitality & Tourism Management (HTM) courses.

We created an immersive Oasis Room experience, complete with chair massages, phone charging stations, branded hotel room key cards and a few sweet surprises.

The B2B campaign was supported by paid media, comprised of cross-screen display, native, paid search, and social media (Facebook, Instagram, LinkedIn).

MHF was thrilled by the response from school districts who added ProStart and HTM curriculum programs for the 2023-2024 school year.

73.3 million paid media impressions

8.1 million videos views

321,000+ clicks to mihf.org/Careers & mihf.org/CareerEd

145.6 million earned media impressions in television, radio and print.

Thanks to the campaign’s efforts, the Michigan Hospitality Foundation continues to receive accolades and interest to extend the campaign on a national level.