Hostelworld
We took a literal big idea and ran with it – building the hottest new property on the Gold Coast and reinvigorating its tourism sector.
The Midas touch
When it comes to Australian beaches, the competition is fierce in the tourism industry. To make sure the glorious Gold Coast wasn’t in danger of falling behind, Hostelworld and the Australian Tourist Board sought us out to help boost its perception.
Our approach was to leverage the power of the Hostelworld brand, engage a select group of influencers and create unique, authentic content together. The result was a world first: a giant, sustainably-built sandcastle that people could actually live in.
Hello, world.
Perhaps it goes without saying but the world’s first live-in sandcastle demanded attention. We chalk this up not only to the idea itself but to the pre, during and post-engagement content we created with our influencers.
Everything we produced lived on key channels (including a dedicated landing page designed for 31 markets) and was amplified even further by organic coverage. In total the campaign clocked up a massive 14m views and reached over 41m people. Plus, we scooped up Best Global Brand Activation of the Year at the 2018 Campaign Awards.
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