The CITB will use online marketing for the first time to attract recruits to the industry, after an internal report revealed the sector needs to recruit about 380,000 teenagers over the next five years.
It has hired design and marketing agency boxnewmedia to develop a World Cup game called 'Football Challenge' to drive 14- to 16-year-olds to the careers section of the CITB's web site (www.citb.co.uk).
Available to play at www.citbfootball.co.uk, the game will be promoted through an email marketing campaign in conjunction with teenage site Habbo Hotel. Some 100,000 emails will be sent out in five bursts in the next five weeks.
Live until 9 August, the game will be followed by a second viral campaign coinciding with the release of GCSE and A-Level exam results.
Jerry Lloyd, CITB's communications director, said: "The battle for the best young people is now so competitive that the CITB has to be innovative to reach its audience through their media and lifestyle choices."
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