November 10, 2022

November 10, 2022

and Travel Industry Association launch joint workforce marketing campaign

and the Travel Industry Association, bolstered by support from Airlines, are joining forces to attract more students and employees to the state through a series of launching Nov. 13.

Growing ’s pool of potential employees is critical to its future as both a destination for travel and as a place to live. The campaign will combine the expertise of both organizations to engage with a younger generation of consumers and show why is an exciting travel destination and a great place to work and attend school.

Airlines will provide in-kind media support through its email programs, social media, digital media and airport media to further extend the campaign’s reach.

“We’re thrilled to launch this strategic partnership and showcase to a new key audience,” said Sarah Leonard, president and CEO of ATIA. “TikTok is the fastest-growing social media app and can reach people with the messages of adventure and opportunities for living and working here.”

“This campaign leverages our mutual goal to engage visitors and students by showcasing the uniqueness of life in and the great jobs available to them,” said UA President Pat Pitney.

“Together, we are focused on growing our workforce through the educational opportunities and job training programs offered by the , and what better way to create that interest than by sharing how our students and every day ns live their lives and work in this great place we call home.” 

The campaign will feature a series of “Day in the Life” videos highlighting the quality experience of attending college in and working, post-graduation, in the hospitality industry. The videos will begin running in November through early next year, targeting both traditional and non-traditional students across and the nation. 


The inspires learning, and advances and disseminates knowledge through teaching, research, and public service, emphasizing the North and its diverse peoples. The UA system’s three universities (, and) are separately accredited institutions with 13 community campuses and extended learning centers across the state of .

About Travel Industry Association

is ’s largest statewide membership trade association for the travel industry and represents more than 650 members and businesses supporting tourism. ATIA promotes ’s travel industry as one of the state’s major economic forces and advocates for the growth of the industry while remaining attentive to ’s natural environment, diverse cultures, and unique quality of life.


Media contact:

Jennifer Thompson
Thompson & Co. PR