50 Cent Shows Millennials the Draws of Booking a Hostel
Riley von Niessen — May 26, 2016 — Marketing
References: hostelworld & adweek
'Hostelworld' is using the endorsement of rapper 50 Cent to persuade millennials into booking a hostel.
When some think of hostels, they can often be led to imagine dingy living spaces shared with strangers -- an unsavory stereotype that Hostelworld is fighting against with its campaign. Although some hostels fit this mold, the company shows how booking a hostel can be a great way to save money while making lifelong friendships along the way -- without sacrificing the comfort granted by an upscale hotel.
The campaign references 50 Cent's popular track 'In Da Club' for its title, 'In Da Hostel.' As a rapper who is known for his extravagant lifestyle, 50 Cent's endorsement gives the company a positive association while also appealing to a millennial audience in a creative way. The promotional video follows 50 Cent through hostels as he shows off its features like an episode of 'MTV Cribs.'
When some think of hostels, they can often be led to imagine dingy living spaces shared with strangers -- an unsavory stereotype that Hostelworld is fighting against with its campaign. Although some hostels fit this mold, the company shows how booking a hostel can be a great way to save money while making lifelong friendships along the way -- without sacrificing the comfort granted by an upscale hotel.
The campaign references 50 Cent's popular track 'In Da Club' for its title, 'In Da Hostel.' As a rapper who is known for his extravagant lifestyle, 50 Cent's endorsement gives the company a positive association while also appealing to a millennial audience in a creative way. The promotional video follows 50 Cent through hostels as he shows off its features like an episode of 'MTV Cribs.'
Trend Themes
1. Rapper-endorsed Marketing - Brands can leverage the social status of popular musicians to create effective marketing campaigns in creative ways.
2. Upscale Hostel Living - Hostel companies can differentiate themselves from unsavory stereotypes and instead highlight luxurious amenities and new, upscale living experiences.
3. Affordable Travel - Companies can target millennials who are looking for cost-saving travel options that still provide high-quality experiences.
Industry Implications
1. Hospitality - Hotel and hostel companies can collaborate with musicians and celebrities to attract younger audiences and differentiate their brand from competitors.
2. Travel - Travel companies can promote affordable and unique experiences through new marketing techniques and differentiated offerings.
3. Music - Musicians can use their social influence to expand their personal brand and create new business opportunities, such as product endorsements and collaborations.
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