YCN: Hostelworld – Campaign Targeting Students: Concept

Concept sent to Hostelworld for YCN submission

Hostelworld sought to redirect their target audience to students by utilising research conducted into the employability and potential lucrative possibilities associated with being a worldly citizen to appeal to this sector. This mutually beneficial marketing idea provided a strong basis for the design output.

The tone of voice looked to be colloquial and current, in order to speak to the student sector by making the company become more approachable. The design wanted to promote app engagement, however did not want the app to become central to the audiences’ experience whilst on the trip, as once away, they are there to experience the new surroundings and meet the world.

As a result, the design focused the tech engagement to be prior to the trips rather than building app participation whilst abroad (e.g. by sharing pictures or engaging in chatrooms through the app). The concept did not want the audience to become so engaged in the online community that the experiences of travelling itself is tarnished.

Accordingly, primary research was conducted through an online survey, which found that 100% of students who want to travel more would be more tempted to go away if they received a deal. The design responded to this by creating a series of physical postcard-styled scratchcards that would be handed out around campus, offering the chance to win rewards, with the hope of encouraging engagement with the Hostelworld brand. This idea was developed off the popular ‘Scratch Map’ that is present in many student rooms. The scratchcard design captures the Hostelworld agenda of appealing to those who seek adventure over souvenirs, using relevant imagery to inspire this.

There is a trend of more dated concepts coming back into fashion amongst youths, such as the vinyl records, film photography, the old Nokia phones – and postcards are no exception. The scratchcards will direct students to the app, where once they have a reason to download it, and an account, the likelihood of them staying engaged or consider booking a future trip is higher and encourages brand loyalty.

Thus, the accompanying rewards section to the app was designed to promote online sharing, boost engagement, and provide motives to book new trips. The free promotion gained from sharing the Hostelworld name on social media and with friends, gets out a strong message with ease, whilst speaking specifically to this age sector. The app design is in keeping with the Hostelworld branding guidelines and furthers the use of illustrative characters to maintain an inviting tone of voice.

The supporting poster series was designed to direct students towards the physical output and pick up a scratch card. Students like to play, and students definitely like deals, freebies and discounts.

As such, the poster series is playful, random and engaging. The language is not authoritative and speaks with a conversational and friendly nature. The text is youthful; touching on internet memes which in turn create discussion around the content, building momentum around a Hostelworld dialogue on campus. The imagery is colourful, engaging, somewhat euphoric. For students who are fed up of the Uni library and canteen, having this sort of voice on campus will definitely encourage them to travel – especially if it’s been proven to be beneficial to their studies (which the posters note). The subjects in the images are young and relatable as they are actual students themselves. Some were even taken on a phone. This sort of un-staged, not too over the top imagery resonates with students, and allows them to actually picture themselves there. This is an alternative approach to the forced 'around the camp fire with an acoustic guitar' style of most hostel imagery, which over the years has become stigmatised and stereotyped with the 'gap year' aesthetic, which definitely puts a sector of students off. Instead, the imagery chosen still fits into the Hostelworld visual, but is more real and relatable to the everyday student – many who have never gone away on their own yet. This shows them they can, normalising it rather than glitz and glamourising it, with models and Instagram filters.