YHA
YHA were looking for 400 seasonal workers who were hands on,
practical people who were prepared to turn their hand to a wide
range of duties associated with running a residential hostel.
Typically the target audience has been gap year students and
those looking for seasonal work.
Following detailed research amongst gap year students, we identified
that it was the unique character of YHA, i.e. fun, outdoor, great
locations and the profile of youth hostel users, that enabled the
organisation to stand out from the crowd. Using this, the Hokey Cokey
was developed into a full, live campaign – fun, lively, memorable and
above all versatile to flex both on and off line.
Central to the campaign was the development of a microsite
highlighting the benefits of working with YHA. The campaign
included traditional press, posters and beer mats, while the online
media channels ranged from pay per click advertising, through to
enhanced postings on a variety of vertical job boards, as well as
social networking sites.
The campaign achieved 400 quality applications in
the first 2 days of going live with a 34% cost saving
vs. the previous year's expenditure.
