Hostelworld is the world’s largest online hostel booking company with over 33,000 properties in 170 countries. Their brand aims to change people’s perceptions of hostels and they are drawing on the ideas and skills of LCC students to do so.
Marek Mossakowski, Hostelworld’s Global Head of Brand, and Lucky Generals’ Strategist, Sammy King, gave students a masterclass in repositioning a brand by creating exciting content for millennials.
Hostelworld’s ‘meet the world’ campaign focuses on the unique ability of hostels to turbo-charge the travel experience, by bringing together people who have never met before. It features seven real backpackers, all strangers staying in hostels, who Lucky Generals documented going skinny dipping in a Mexican sinkhole. Below is a behind-the-scenes film of the campaign.
They then set the students a challenge: to create a series of 20-second films that show how good staying in a hostel can be. The films will be shot entirely on mobile phones and must give an authentic picture that can be shared across social media channels.
The best films will be bought by Hostelworld for use in their global marketing campaigns, and the top filmmakers will be invited to spend a week at Lucky General’s HQ to find out how they produce creative campaigns.
We’ll be posting students’ films in late April so check back to see what they come up with.