The Scottish Youth Hostel Association is an iconic brand in Scotland, representing cheap, alternative accommodation in major cities among many other eclectic locations well suited for the traveler on a budget. However, SYHA had become seen as a brand for young backpackers staying in outmoded dorms. In truth, the brand had modernised and now offered a wide range of accommodation in locations popular with outdoor adventures. Also, they were now geared towards other market segments; facilities were now popular with the aging grey section of the market - those active retirees keen to explore the outdoors at their leisure. Another market they aimed to attract was the young families which were also catered for. Our brief outlined the aspirations to attract these particular demographics while illustrating the geographical and financial benefits of staying with the SYHA. It was a key time as this advert launched in 2009, a year when 'stay at home' holidays were on the rise due to the unstable economic climate.
The campaign was a great success with bookings increasing 40% in the initial burst and increased traffic to the website. The commercial continues to broadcast.