Be My guest logo and James

Be My Guest gives the hospitality sector a new face

June 27 2023 News

The labor market in the Netherlands is tighter than ever, and the hospitality sector is one of the industries suffering greatly as a result. Organizations from the hospitality and leisure sector are joining forces to launch the Hospitality Pact with the aim of developing sustainable solutions for the labor market. The Hospitality Pact is launching its first campaign: Be My Guest. The campaign, developed by Born05, targets a young job-seeking audience and features a digital platform that brings together education and job vacancies under one roof.

Be My Guest revolves around the essence of hospitality: hospitality itself. It invites young people to discover the challenges and opportunities within the hospitality sector and become a part of it. To honor the diversity of the sector, the campaign platform is filled with inspiring stories and motivating interactive videos that highlight the qualities one develops as an employee in hospitality.

Teun Verheij, Client representative on behalf of the initiators of Be My Guest: “Born05 immediately demonstrated that they could capture and visualize the essence of the hospitality sector. The challenge lay particularly in developing a concept that could be embraced by a wide range of stakeholders as well as a broad and discerning target audience. They added an additional layer to the campaign with the inspirational character of host James. This is what makes working with Born05 enjoyable; they always manage to surprise and deliver high quality.”

Timo Wilbrink, Creative Director at Born05: “With the campaign and the Be My Guest platform, we were able to make the most of all the specialties within Born05. From strategy and concept to the development of a visual identity, user-centered platform design, and video production with virtual production techniques (together with Bruut Amsterdam), the joy and craftsmanship shines through.”

The platform can be visited at, and the nationwide campaign will be rolled out via social media, trade media, and channels of participating organizations starting June 29.

About the Hospitality Pact
The Hospitality Pact has been developed under the direction of the Taskforce Collaboration in the Hospitality Economy and is supported by employer organizations such as Koninklijk Horeca Nederland, ANVR, HISWA-RECRON, CLC-VECTA, Veneca, the MBO Council, and HBO, employee organization FNV Horecabond, a collective of nationally operating companies, and is supported by the Ministries of Economic Affairs. The goal of this pact is to work together to find sustainable solutions for the labor market challenges of today and tomorrow. The pact provides stakeholders with a compass to actively work on research, social policies focused on good employership, strong vocational education for the entire professional ladder (VMBO, MBO, HBO, and WO), a lifelong learning infrastructure, and labor market promotion. The campaign initiators are: HMSHost, Heineken, Bidfood, Sligro, Restaurant Company Europe, KHN, Bram Ladage, Postillion Hotels, Febo, ISS, Stayokay, Albron, House of Hospitality Foundation, NH Hotels, Hutten Catering, Vitam Catering, Temper, Hilton Hotels, McDonald's, De Beren, and Coca-Cola.

Client: Hospitality Pact
Concept, Design and development: Born05, ACE
Video production: Bruut Amsterdam and Planet X

About Born05
Born05 builds brands from the digital domain. The agency offers a unique combination of brand design, storytelling, and digital experiences. With a team of 50 specialists, Born05 works with clients such as Asics, ASN Bank, Greenchoice, KPN, Nationale-Nederlanden, Porsche, SNS Bank, and Videoland. Born05 is part of Ace.
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