This must be the week of the emotional hook, as another campaign (see Expedia's Find Yours) hinges on the emotional impact of travel. In this case, the focus is on destinations to experience before death and the company is WeHostels.
Promoted by WeHostels, the campaign employs person-on-the-street interviews to ask people where they want to go before they die.
Using the hashtag "beforeIdie", WeHostels is encouraging people to think long and hard about that must-see destination - and then are promising to send a lucky few on theirdream bucket list journey.
Diego Saez-Gil took a second from his schedule of encouraging mad wanderlust to chat briefly about the project.
Why is WeHostels doing this campaign?
Our mission is to empower young people to travel the world, because we believe that it makes you a better person. And we see many young people who don't travel overseas because they think that is too expensive or too risky.
It turns out that traveling in hostels is inexpensive, safe and fun. So with the video we wanted to inspire people to take their trips, now, not when they are too old. And that's how the idea came of connecting with the places that people dream to go before they die.
Also, from a marketing spending perspective, we said 'hey, what better way to spend marketing dollars than by sending members of our community to fulfill their dreams'. We will touch their life for ever!
What does WeHostels hope to accomplish with this campaign?
We hope to reach as many people as possible. How to make a video go viral is a still a mystery, but who knows, we hope people will share it with their friends.
How does it fit with your brand voice?
We want to build a brand driven by our community, so we wanted to feature actual members of our community. We plan to continue building our brand with the voice of our members.
Our target audience is students and young travelers, in the 18 to 28 years-old range. From a geographic perspective 40% of our users are from the US, 30% from Europe, 20% from Asia Pacific and the rest from Latin America and the rest of the world. We are truly global in reach from the beginning.