Following its global rebrand, Hostelworld has launched its first ever advertising campaign designed to make a splash in the youth travel industry.
Developed by London-based creative outlet Lucky Generals, the campaign features seven backpackers, all strangers, staying in hostels caught skinny dipping in a Mexican sinkhole.
“Hostelworld isn’t about polished brochure holidays, it’s about real travellers in real places, who crave adventures, not souvenirs,” explained Ottokar Rosenberger, Hostelworld chief marketing officer.
“This is reflected in our new ‘Meet the World’ advertising campaign, which features genuine travellers that are strangers upon meeting, sharing a once in a lifetime adventure of skinny dipping.
“Needless to say, we had to work hard to convince media owners to run an advertising campaign featuring real travellers skinny dipping in front of the camera, but we believe it is a great expression of the spirit that great travel experiences starting in a hostel entail.”
‘Meet the World’ is designed to target millennials and celebrates spontaneous adventures born out of meeting like-minded travellers in hostels.
The campaign will run from today (Monday 1 June) on mobile, in digital, cinemas, out of home and TV during Game of Thrones with the7stars handling media buying and planning.
Behind-the-scenes content, social media and tactical digital activity will also run.