Hostelworld partnered with the Australia Tourism Board to refresh the image of both the Gold Coast and hostels. Our Sand Hostel campaign offered an exclusive and unique booking experience for our community of backpackers, allowing them to stay up to 3 nights in a beachfront hostel crafted entirely from sand, complete with a host of social events. I led the development of all branded materials, from crafting logos out of sand to producing engaging videos and merchandise that captured global attention.
All beds were sold out in
-3 minutes
-3 minutes
Campaign captured globally over
5.6 Million Views
280
Pieces of international coverage
Pieces of international coverage
24
Tonnes of sand used
Tonnes of sand used
Featuring a luxury private room and a tastefully-furnished 10-bed dorm, the hostel was so much more than just a place to rest your head. A packed programme of surfing, yoga and DJ sets kept lucky guests entertained well into the night. The campaign helped to shift Hostelworld’s brand perception to appeal to a more discerning audience.
