We often start our travel research online, trying to balance budget and adventure. However, third party Online Travel Agencies (OTA) tend to focus on cost comparisons rather than experiences. When you book directly with YHA, you’ll be able to save on quality accommodation and spend more on activities and new discoveries – truly the best of both worlds.
Our vibrant campaign captures that feeling of excitement for travel through playful illustrations which enhances the experience of discovering a new place at a fair price.
In a sea of OTAs, YHA needed to help travellers bypass the middleman and book directly through their website. We carved out that space through a brand strategy that spoke to those looking for that happy medium – budget friendly travel without sacrificing experiences.
YHA is for those who don’t just want to scratch the surface. They want a unique travel experience that is rich with new memories they can treasure for a lifetime. By showing YHA and Australia through the eyes of their guests, we were able to draw our audience straight into the YHA universe by highlighting prime locations, amenities and activities.
The best part of saving on your stay is being able to put more back into having new experiences. To show that, we evolved existing brand assets into fun illustrations that were animated over photos, enhancing featured YHA guest experiences. The illustrations could also be evolved over the course of the campaign to keep our audience engaged.
We segmented our target audience into 3 distinct groups and targeted them on their favoured social media platform — YouTube, TikTok and Meta. This empowered our eye-catching creative to deliver results that exceeded the benchmark with a 27.45% CTR on TikTok which is 9x better than the average performance benchmark and had 431,875 clicks against a benchmark of 4,525.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.