Help! I need staff urgently
The question 
Hotel rooms and conference rooms in Amsterdam are constantly booked solid. The recruiter for Accor's hotels in Amsterdam (Sofitel, Novotel, Mercure and Ibis) is busy searching for new staff. And so is the competition. How can I as Accor attract the attention of people on the labour market? Can publicity help?
The answer 
The bed is synonymous with the hotel business. Just as hospitality and “going that extra mile”. Add to this the appeal of the hotel and catering industry among students wanting to earn an additional income and you come up with the Nederlands Kampioenschap Bed Opmaken (a national bed-making competition). Just before the commencement of the new 2007–2008 academic year. A typical student-like and mediagenic event, a really good match for the hotel world. Countless halls of residence and cafés have been provided with door signs with the naughty appeal “Are you good in bed (making)?”
The result
The championship attracted a lot of publicity, including Metro and Amsterdam media. More applicants turned up and the event will probably be repeated.
