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Client Brief and Objectives: Generator wanted to move beyond being seen as simply a place to stay and become a brand at the centre of modern travel culture. With Gen Z travellers increasingly influenced by creators, social trends and editorial content, the challenge was to keep Generator relevant all year round rather than relying on one-off campaign launches.
Our objective was to build an always-on communications programme that consistently generated earned media, strengthened relationships with journalists and creators, and positioned Generator as the go-to choice for experience-led travellers.

Strategy and Creativity: Rather than focusing on destinations, we focused on culture.
We built an always-on newsroom that identified emerging travel trends, internet conversations and lifestyle moments Generator could authentically own. From dating partnerships with OKCupid and affordable travel round-ups to stories around travel "icks", friendship holidays and "maracations", every campaign was designed to make Generator part of conversations people were already having.

To support this, we also launched Klub 25, a flexible media programme that allowed journalists and creators to experience Generator properties on their own schedules, creating a steady stream of authentic reviews and recommendations instead of traditional one-off press trips.

Method Deployed: PR and social worked together to keep Generator visible across every touchpoint.

Alongside the always-on press office, Flabbergast launched KlubGen, a Gen Z creator community spanning music, art, wellness and culture. Local creatives hosted events, DJ sets, workshops and pop-ups across Generator locations, producing a constant stream of TikTok-first content while showcasing each hostel as a cultural hub within its city.

The combination of creator collaborations, social-first production and proactive media outreach ensured every activation generated value across both earned and owned channels.
Outcome and Formal Results Evaluation

The integrated programme kept Generator consistently in the spotlight across both media and social.

In just nine months, the campaign secured 300+ pieces of earned coverage, while Klub 25 established a network of more than 25 journalists and creators generating ongoing advocacy for the brand.

At the same time, KlubGen helped reshape Generator's TikTok presence, generating more than three million views and increasing its audience fivefold within 12 months through creator-led content produced across Europe.

Together, PR and social repositioned Generator as more than a hostel brand. They made it part of contemporary travel culture.

Annajane Guzel, Global Director of Brand Marketing at Generator, said:
"Stakked has given us amazing, brand-worthy coverage while creating genuinely interesting campaigns that seamlessly connect PR and social. We first started working with Munch before bringing Flabbergast on board to create a truly integrated communications strategy. The results have been consistently creative, culturally relevant and have helped keep Generator front of mind throughout the year."

Campaign Results:
- Always-on integrated PR and social programme
- 300+ pieces of earned coverage in nine months
- 25+ journalists and creators recruited into Klub 25
- 3 million+ TikTok views
- 5x audience growth on TikTok in 12 months