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ARA launches workforce development and member engagement campaign Born for This

February 22, 2024

Capturing the essence of the industry and its members, the American Rental Association (ARA) debuts a workforce development and member engagement campaign called Born for This.

“Whether you were literally born into the family business or were a kid that liked to set up tents or play with Tonka trucks, there is a place in this industry for you and with this campaign we really wanted to call that out,” says Tony Conant, ARA chief executive officer.

Launched during the keynote address at The ARA Show™ 2024, the Born for This campaign features two commercial videos, one for the event segment and one for the equipment segment, that follow two people from childhood hobbies to honing those skills to present day where they work in the industry.

To enhance the campaign kickoff, Born for This t-shirts, glow in the dark wristbands, and exclusive pins were available to attendees at various events throughout the trade show.

“The goal of the campaign is to rally the voices of our members who are so proud of the work they do and share that with people who are searching for a career that they love and feel like they were born for,” explains Josh Nickell, ARA vice president of workforce development.

An online media and social media strategy featuring the Born for This commercials will be executed through the rest of 2024 to engage these audiences where they consume their news, information and entertainment. In conjunction, ARA will execute its own social media campaign spotlighting members who share their stories about when they knew they were born for rental.

You can watch both Born for This videos by clicking below:

Equipment segment

Event segment