How can brands use music to overcome generational tensions?
Joanna Barnett, Strategy Director at Truant, on the power of music to bring people closer together and broaden a brand’s appeal.
Hostelworld
We created the world's first Sand Hostel on the Gold Coast.
Disciplines: Branded content, Experiential marketing
Sector: Travel/Tourism
Agency: Lively
Young travellers are always looking for the next adventure, one that their friends haven’t had and, more importantly, one that can be expertly Instagrammed. Hostelworld teamed up with Gold Coast Tourism and Lively to create a unique base for the wanderer’s next trip: The Sand Hostel.
The hostel was built on Kurrawa Beach on the Gold Coast in Eastern Australia, a prime destination for 18 to 30-year-old holiday makers who can’t get close enough to the beach. The four metre tall Sand Hostel, which was open for three days, took three weeks and 24 tonnes of sand to create.
The hostel included two rooms for accommodation, a private double and an eight-bed dormitory, as well as a beachfront bar and live music space that non-staying guests could experience. Visitors could book the hostel rooms on Hostelworld’s website and the tickets included food and drink as well as access to the food trucks, beach sports, surfing lessons and other sand-themed activities taking place.
The Sand Hostel put the focus back on what Hostelworld champions: the social aspects of a hostel. It isn’t just accommodation but a place to meet fellow travellers to explore new places with.
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