Menu

From Green Screens to Global Dreams: Hostelworld’s Uni Tour

this is Hostelworld

1

A Global Campaign That Got Local (and Loud) on Campus

When Hostelworld set its sights on growing its database with 500,000 new sign-ups worldwide, they turned to BAM to drive 50,000 entries from the UK student market alone. The hook? An irresistible campaign built around a life-changing prize: three holidays of a lifetime. BAM delivered a fun-fuelled, rivalry-driven competition with a heavy experiential focus and high-energy student union engagement. The “My Awesome Escape” campaign turned university campuses into mini adventure zones—and the results were unforgettable.

Hostelworld
Hostelworld

2

Union vs. Union: The Hostelworld Challenge That Got Students Talking

A standout feature of the campaign was the Hostelworld Union Challenge, where 16 student unions competed to gather the most competition entries. To fire up participation, each union was given its own branded landing page and a choice of epic prizes—ranging from a new Toyota Aygo to a 30ft inflatable cinema screen. BAM fuelled the rivalry with a live league table and provided a green screen photo activation, where students could snap a shot in an exotic location, share it online, and sign up on the spot. Union social feeds lit up, student drama societies created promo videos, and competition fever spread campus-wide.

3

Channel Power: A True Multi-Platform Delivery

BAM’s strategy combined pre-registrations, ambassador-led promotion, student union toolkits, green screen activations, SMS pushes, solus emails, and targeted web ads—all feeding into a unified data pipeline. The campaign reached over 320,000 students via email, saw thousands of peer-to-peer shares, and was picked up by key student platforms like 10ways, which alone delivered 16% of the total entries. Across all channels, the campaign surpassed the 50,000-entry target early—with a final total of 51,944 sign-ups.

Hostelworld
Hostelworld

4

Award-Winning Recognition

The campaign’s success didn’t go unnoticed. It was selected as a finalist in the Chartered Institute of Marketing (CIM) Excellence Awards in the ‘Integrated Marketing Communications’ category, recognizing BAM’s creative and strategic multi-channel approach. Additionally, the campaign was a finalist in the British Youth Travel Awards, highlighting its impact and excellence in youth marketing. The success of the BIA ambassador model, plus Union-run email and social media promotion, proved that when students feel ownership of a campaign, brand exposure skyrockets.

Four people pose in front of a backdrop featuring pyramids. They are dressed in playful attire, including a sombrero, oversized sunglasses, and inflatable animals. One person is playing an inflatable guitar, while others smile and gesture excitedly. BAM Agency
A group of five people having fun with inflatable toys and oversized accessories in front of a tropical beach backdrop. They are dressed in formal attire and are holding items like a parrot, monkey, and sunglasses. BAM Agency
A group of people in party attire, posing with inflatable props like a parrot, fish, and guitar. They are in front of a scenic backdrop featuring mountains and snow. The mood is festive and joyful. BAM Agency
Three women posing playfully in front of a beach backdrop. They wear oversized sunglasses and hold inflatable props: a parrot, a snake, and a banana. One wears a red dress, the others in white and patterned dresses, all smiling. BAM Agency