ABOUT

Challenge

Hostelworld’s ambition is to change the perception of hostels. For their current proposition #meettheworld we were challenged with creating a new format for their content output.

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Insight

Traditional presenter led format less engaging & not authentic. Millennials are all mobile, always on the go, hard to engage with and even harder to retain.

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Strategy

To create a more human and real connection between Hostelworld and their consumers. We took their fundamental brand values of adventure, spontaneity and community at the forefront of our creative direction.

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Solution

We embraced the modern traveller. Put an influencer at the heart of the content. Created a real life perspective in an episodic story-telling approach spanning over two weeks.

In a fast paced and dynamic format we brought in Venetia Falconer as our lead influencer and documented her 48 hour journey from home to hostel and the adventure that followed. We wanted to maximise reach and engagement so we also partnered with Hospital Records artist Maduk, our featured artist for the soundtrack. This was also featured on UniLad.