4mediarelations worked with the world’s number one hostel booking website Hostelworld, as they looked to engage with a new audience and communicate the main points of their latest research project, ‘The Hostelworld Global Traveller Report’.
As hostels tend to be associated with a younger audience, the challenge with this campaign was adapting the information to make it consumable and relevant to a radio audience that tends to be in the 55+ ABC1 bracket.
By adapting the key messages of Hostelworld’s brand-new report to reflect the opinions of an audience who perhaps wouldn’t associate themselves with using a hostel, the 4mediarelations creative team devised a news story that kept their main campaign objectives at heart.
Spearheaded by traveller and TV presenter Simon Reeve, the media team ensured the maximum coverage possible by communicating the parts of the report that rang truest with each media outlet’s audience. For example, with BBC stations, highlighting the fact that a lot of adults have seen less than 5% of the world’s countries.
The Hostelworld campaign developed over £1 million coverage in PR Value over 54 items of coverage including networked Mark Forest Show, which simulcasts to 40 regional BBC stations. Alongside this, Simon appeared on London Live, Share Radio, UKRD’s pioneering, Pirate FM and Pirate 2 and separate interviews on BBC Radio Solent and BBC Radio Hereford and Worcester.