Held at Wembley Stadium, Smaart Skills was a careers event aimed at young people (mostly Years 11, 12 & 13) as yet undecided on their next steps/career. Our research had shown that most of this audience wasn’t familiar with Whitbread, but knew some of Whitbread’s brands – Premier Inn, Beefeater, Brewers Fayre, Table Table, Taybarns & Costa. On-stand engagement included a competition to win an iPad, entering via an interactive kiosk, SMS texting, Facebook or the microsite. And an activity area was set up on the stand with teams of students being tasked with whipping up an Eton Mess. Competitions were filmed and footage posted on the microsite.