Future Inns announces Future Hotel Apprentice winner


By The Drum Team, Editorial

February 25, 2011 | 3 min read

South West and Wales-based hotel chain, Future Inns, has announced the winner of its “Future Hotel Apprentice” competition following a four-month-long PR campaign in regional and trade media.

The competition, modelled on BBC reality TV game show The Apprentice, aimed to promote the opportunities for young people in the hospitality sector.

The campaign was created and managed by Future’s long-standing PR agency JBP.

“Through the campaign, we set out to reinforce brand values that are integral to Future Inns, such as entrepreneurialism and initiative as well as attracting talented young people to the hospitality sector,” said JBP consultant, Alexis Molyneux-Brand.

“The response proved that we were on the right track, gaining wide-spread coverage across the region and also hitting the headlines in the catering and hotel trade press.

“Our four finalists were a great group of young people and, hopefully, it’s demonstrated that the hospitality industry is a fun, exciting place to work with great prospects for those with a will to succeed.”

The winner of the competition, 16-year-old Bristol student Jacob Brown, will now undertake a month-long management apprenticeship at the hotel chain, including mentoring sessions from founder and managing director, Del Brett.

He also receives £500 cash and a laptop, and will attend the People 1st WORLD HOST Customer Service Training Package, as well as hosting a weekly ‘Future Apprentice’ blog.

“I was very impressed with Jacob’s ambition, confidence and drive to succeed,” explained Brett.

“We are committed to giving opportunities to young people to help them succeed in the industry as at present we are aware that such opportunities are few and far between.

”The competition, which was open to 16-18 year olds from the South-West and South Wales, featured a series of challenges, including making a bed fit for inspection and developing and presenting a new key business concept.

As well as developing the concept and facilitating the sessions, JBP publicised the campaign through social networking, press releases and delivering information packs to The Prince’s Trust, the All Wales People First organisation and schools and colleges throughout the South West and Wales.


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