Youth Hostel Association - Not a bed for the night, a memory for life
Perceived as smelly with damp dorms, scratchy sheets and full of musty, YHA had no relevance to today's audience. Why would you want to stop there?
Everyone was so wrapped up in the day-to-day running of hostels they had forgotten why the YHA existed. '25 things to do before you are 25' concept reaffirmed the brand as the catalyst or facilitator of all the great experiences you want to enjoy in life. It was not about a bed for the night. The campaign provided an endless list of things to do, anywhere in the UK or the world there was a hostel; which is virtually everywhere. The first campaign targeting schools had 20 online videos, microsites and countless emails showing experiences as diverse as ghost stories, making a chocolate cake in a cup, solving a murder and rolling down a hill. Not a dusty dorm in sight. Just a site full of inspiration.
More staff taken on to help with enquiries.
20 online videos, two microsites and a year of email for the cost a single piece of DM.
YHA seen as an inspirational, facilitating and young at heart brand.