'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.'