DAN SMITH
Insight:
Booking a holiday can be a challenge when it comes to organising with a group of young travelers.
Problem:
A standard holiday involves a huge list of planning and preparation as well as a huge budget. This usually means travelling abroad. It should be a lot less stress to go on holiday in the UK. We aim to change a younger’s perception on what a typical ‘get away’ entails.
Solution:
We want to show how stress free travelling can be, even in amazing locations across the UK. Within our campaign we will advertise different YHA locations, educating our target market of what the UK has to offer and giving them a snapshot of where they can ‘get away’. Our aim is to show the audience the simplicity of the process that YHA has to offer.
#YHAGetAway
YHA Outdoor Advertisements
This advertisement is aimed to engage the audience, involving them in the campaign, saving their boredom as they wait for their bus. People are able to take photos of them, looking like they’re at the YHA location. They can then spread the message via their social media platforms, using the hashtag that’s on the poster
#YHAGetAway
There will be four designs:
Due to the target market being 18-26 year old men and women, we shall be creating a social awareness campaign, to reach these people through social media platforms, using the hashtag
#YHAGetAway
Alongside the hashtag, the social campaign will include direct mail. The direct mail will be a simple and effective Polaroid magnet, displaying snapshots of scenery from YHA locations.
The Polaroid images will include a unique discount code (on the back) towards booking a get away with YHA.
After booking three YHA get aways and collecting an official YHA Polaroid memory from each destination, the customer will be entitled to a discount from their fourth get away, by simply imputing each code into the YHA website.
YHA Polaroid Design:
YHA Website Design:
Why Polaroids and where?
They’re a current trend, which will relate well to the target market. As these photos are able to display such a beautiful image, they can really show what YHA stands for, being a relaxing ‘get away’ rather than a stressful holiday abroad.
ASOS clothing brand is one of the target market’s favorite online stores to shop at.
This is a huge opportunity for YHA to really target the audience by including the YHA Polaroid, creating a personal approach.
Every Polaroid is a collectable item, at the end of their ‘get away’ the young travelers will receive a Polaroid magnet of the location they have stayed at, for keepsake memory and to go with other YHA Polaroids available from other locations across the UK.
Desired social media response:
