University of Alaska and Alaska Travel Industry Association launch joint workforce marketing campaign

November 18, 2022

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

Growing Alaska’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 Alaska is an exciting travel destination and a great place to work and attend school.

Alaska 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 Alaska 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 Alaska 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 Alaska 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 University of Alaska, and what better way to create that interest than by sharing how our students and every day Alaskans 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 Alaska 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 Alaska and the nation. 

About University of Alaska

The University of Alaska 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 (UAA, UAF and UAS) are separately accredited institutions with 13 community campuses and extended learning centers across the state of Alaska.

About Alaska Travel Industry Association

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