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Gor 2024 / Learners

Sightings of ‘Beyoncé’ at various spots around Cardiff over the last two days have been confirmed as an impersonator, hired by Wales’ leading training provider ACT.

ACT and advertising agency The Media Angel hired the Beyoncé lookalike to tie in with Queen B’s Formation World Tour date at the Principality Stadium. The PR stunt was carried out in a bid to raise awareness amongst young people of the apprenticeship schemes that ACT has on offer.

Gemma Shaw, who has worked as a Beyoncé lookalike for three years, travelled around in an ACT branded taxi and interacted with fans around Cardiff.

Followed by ‘paparazzi’ and accompanied by an entourage, Gemma handed out details of ACT’s apprenticeship schemes.

The first sighting of ‘Beyoncé’ was on Wednesday evening, when Gemma arrived at the Park Plaza hotel and was photographed having a drink with ACT brand ambassador and rugby legend, Jonathan Davies.

On the day of the concert, Gemma visited ACT apprentices in their workplaces, to use their services and help promote apprenticeship schemes. Firstly she got a coffee at The Early Bird café in Cathays and then had her hair done at the Vanilla Rooms salon on Brandreth road, Cardiff.

Leah, a hairdressing apprentice at the Vanilla Rooms salon, said: “It was such great fun to be involved in the stunt. Throughout my apprenticeship with ACT I’ve learned so many great skills to contribute towards my hairdressing qualification. I used these skills in order to re-create a style for Gemma that helped her look even more like Beyoncé.

“I think it’s a great idea to try and encourage more young people to consider apprenticeships as part of their future.”

Jayne McGill Harris, ACT Training’s marketing and PR manager said: “The Beyoncé lookalike, Gemma, was spotted all over Cardiff and we’ve had a great reaction on social media. We are hoping that the extra attention our channels are receiving will help to raise awareness of the options available for young people to live, learn and earn with apprenticeships.â€

Alison Debono, managing director of The Media Angel, added “This was a great way to engage with youngsters on an interactive and unique level, ensuring that ACT’s campaign message Live Learn and Earn was seen by as many potential apprentices as possible.”

ACT Training offers apprenticeships and higher apprenticeships which can help businesses upskill their existing work forces by offering accredited qualifications in over 30 areas including beauty, IT, team leading and management, and professional services.

As part of the stunt, ACT is offering people the chance to win a £100 St David’s Gift Card. Those who wish to enter are encouraged to tweet a selfie with ACT’s branded frame and Beyoncé lookalike to @acttrainingltd using #BEYanapprentice before midnight on the third of July. 

A round up of the campaign can be found here: https://www.youtube.com/watch?v=4YdZQBnl6Ik