'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.'
Key Themes Behind This Trend
- Rapper-endorsed Marketing
- Brands can leverage the social status of popular musicians to create effective marketing campaigns in creative ways.
- Upscale Hostel Living
- Hostel companies can differentiate themselves from unsavory stereotypes and instead highlight luxurious amenities and new, upscale living experiences.
- Affordable Travel
- Companies can target millennials who are looking for cost-saving travel options that still provide high-quality experiences.
Where This Applies
- Hospitality
- Hotel and hostel companies can collaborate with musicians and celebrities to attract younger audiences and differentiate their brand from competitors.
- Travel
- Travel companies can promote affordable and unique experiences through new marketing techniques and differentiated offerings.
- Music
- Musicians can use their social influence to expand their personal brand and create new business opportunities, such as product endorsements and collaborations.
