Budget accommodation chain Hostelworld has launched its latest global campaign, featuring none other than A-list diva Mariah Carey.
The global online and PR campaign comprises a three-minute film, directed by Nick Ball of Blink, and a suite of shorter format films.
The campaign, devised by London-based creative agency, Lucky Generals, shows Mariah’s anger at being booked into a hostel swiftly turned on its head, as she and her entourage are surprised and delighted by Barcelona hostel, Casa Gracia’s fantastic, modern features. The film ends with the world’s most famous diva becoming a real “hostel believer”, as she dances on a table with other travellers, gold sequins, and doves, to her very own double platinum hit Fantasy, in the hostel’s cocktail bar.
Providing comms support across the UK, US, Australia and Germany is global communications agency Hotwire, who will be leading on PR and influencer activity, and working in close partnership with Lucky Generals throughout the duration of this campaign.
This is the fourth unexpected hostel guest in the series for Hostelworld by Lucky Generals, adding Mariah to other surprise visitors including Chris Eubank, Fifty Cent and Charlie Sheen.
Marek Mossakowski, global head of brand at Hostelworld, said: “Many people still don’t realise just how much hostels have changed over the past decade. Now they’ve got all the facilities you’d expect from expensive accommodation, but with at an affordable price and with a ready-made community of likeminded travellers to share experiences with. Even people with the highest standards can become hostel believers – and divas don’t come any bigger than Mariah Carey!”