Three Humber College students from the Humber School of Hospitality, Recreation and Tourism program won a trip to Africa, courtesy of Ethiopian Airlines Canada. After months of developing their project, it came down to the final six teams who pitched their experiential marketing campaign to a panel of judges, which included the executive teams of Ethiopian Airlines Canada and RadonicRodgers Strategy +Travel and Tourism Marketing.
A philanthropic approach of saving endangered elephants in Africa resonated with the judges and gave Team JRM the unanimous winning votes from the judges.
The multi-faceted campaign called “Footprints in the 6ix” an idea presented to help save elephants with Ethiopian Airlines in Africa. This is an interactive promotion that students Jaya Mootoo, Roxx Ann DeForest and Marilyn Sankar from team JRM created to increase brand recognition, brand social consciousness and consumer advocacy.