---
title: "Tourism Industry Association of Ontario: Work Doesn’t Suck Campaign"
date: 2025-09-30T10:02:00-04:00
author: Stephanie Chartrand
canonical_url: "https://www.alphabetcreative.com/work/alphabet-work-page-careers-in-tourism-with-tiao/"
section: Work
---
strategy

## Reclaim the conversation

Our strategy was to guide the narrative around working in the industry. Rather than shy away from the stereotype, we challenged that working in tourism isn’t a cookie-cutter career—that **work doesn’t suck**. The campaign’s ‘big idea’ was built on three strategic pillars:

 

### Redefine work-life balance

Show how an interesting job can lead to an interesting life.

 

### Inspire career curiosity

Highlight the diverse lifestyles and growth paths available in tourism.

 

### Create a sense of pride

Share the industry’s sense of community and connection.

 

 

 

 

 

  creative execution

## Real faces. Real opportunities.

To capture the authenticity and pride of tourism workers, we produced a series of videos with employees on the job. The videos were shot vertically for TikTok and Instagram and gave a first-person look at the unique opportunities available to job seekers.

 

 

 

 

real

     

     

   

     

 

 The campaign spoke to a young audience in a way that was both honest and unexpected. It was casual, cheeky, and even a little rebellious.

 

 

  ![Bold red poster with white text reading ‘Clock in, rock out’ over a crowd scene with raised hands.](https://www.alphabetcreative.com/assets/transforms/clients/tiao/_800xAUTO_crop_center-center_none_ns/tiao-workdoesntsuck-type-example.jpg)  

 

   ![Street-level billboard hoarding covered with bold text ads in red, orange, white, and black panels promoting WorkDoesntSuck.ca, with slogans like ‘Clock in, rock out,’ ‘Go ahead, relax on the job,’ and ‘Finally, a flexible career,’ while two blurred pedestrians walk past.](https://www.alphabetcreative.com/assets/transforms/clients/tiao/_800xAUTO_crop_center-center_none_ns/tiao-workdoesntsuck-hoarding.png)  

 

 From creative concept and messaging to the look and feel, it was an in-your-face campaign to promote employment in Ontario’s tourism sector. It didn’t pretend. It embraced the realities of working in the industry and highlighted the rewards. It challenged misconceptions and reminded us all that **work doesn’t suck**.

 

- 725837 Reach (unique users)
- 7295102 Impressions
- 1012851 Clicks
- 13.88 CTR
 
 

 

 

    ![Street posters for WorkDoesntSuck.ca on a worn wall, with bold slogans ‘When you actually like the commute’ and ‘Roast the daily grind,’ as a person walks past.](https://www.alphabetcreative.com/assets/transforms/clients/tiao/_800xAUTO_crop_center-center_none_ns/tiao-workdoesntsuck-posters.jpg)  

 

 ## To learn how Alphabet® can help tell your story, **get in touch, and we’ll get started.**

 [ contact us ](mailto:info@alphabetcreative.com?subject=Looking%20for%20more%20information) 

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