As the Brand Creative Manager for Hostelworld, I led the "Unexpected Guests" campaign in collaboration with Lucky Generals, aimed at redefining Hostelworld as a vibrant choice for young travellers. We addressed outdated perceptions of hostels through a series of online films featuring American celebrities, strategically enhancing our presence in the challenging US market.
So who were these guests?
The campaign boosted bookings by
+18% yoy
+18% yoy
The films were viewed over
65 Million Times
In the Hostel with 50 Cent
He was famously on the brink of bankruptcy at the time making his role even more relevant. Inspired by the famous MTV Cribs series, where 50 Cent's episode is still the top watch, we put his once lavish lifestyle side by side with the cool, laid-back vibe of modern hostels. Mimicking the Cribs style, we showed off hostels in a way that really hit home with fans of pop culture, proving that today’s hostels are not just budget-friendly but also trendy and high quality.
Over 2 Million
Social Engagements
69% of Young People
said they would be more likely to stay at a hostel
Even Divas are Believers with Mariah Carey
Featuring the iconic Mariah Carey. This playful campaign was designed to debunk the myths surrounding hostels by placing a global superstar in a setting far removed from her usual luxury. The result was a viral sensation that dramatically shifted perceptions, proving that hostels can be a choice for even the most discerning travellers, making a compelling case for the appeal and quality of modern hostels.
+5 Billion
Media Impressions
Media Impressions
23 Markets
Global Reach
Charlie Sheen
Charlie Sheen checked in too. Much like hostels, people had out-dated perceptions of him. So we played on the parallels with a series of short click bait-style videos and released as 'leaks' to the media. This approach sparked curiosity and conversation, urging people to rethink their views and discover the modern hostel experience for themselves.
Dive deep into one of the campaigns to see the real impact...