Hostelling International USA

I collaborated with the Bellweather Agency team on a nationwide campaign for Hostelling International USA. Our goal: to educate modern travelers on the world of hostels and boost bookings for HI USA stays. We crafted a vibrant campaign that highlighted safety and inclusivity, catering specifically to Millennial and Gen Z adventurers. Our work combined copy and visuals that not only built trust but also stirred up a little FOMO for anyone bitten by the travel bug.

My contributions: campaign concept, core message, asset copy and campaign guidelines.