STAYOKAY LOCAL HEROES CAMPAIGNCommunication, Experience, Identity, Strategy
HOW DID WE…
Create a campaign for hostel chain Stayokay that engages and excites the target audience of families?
Developing a 360 brand campaign centered on ‘Local Heroes’. These are craftsmen, or people that organise events and activities around the area of the 24 Stayokay hostel locations throughout the Netherlands. People who have an affinity with the areas they live and are proud of what they do. People who, through their personal stories, inspire families to travel around the Netherlands to engage in exciting adventures and new discoveries.
WHAT DID WE DO…
Well, we went on a roadtrip! Not just for our own fun – although it certainly was – but to connect with these ‘Local Heroes’, to ask them to tell their stories. Those stories were transformed into an exhibition that we presented during the opening of the latest Stayokay location: Utrecht – Centrum. Telling the stories through illustrations, photography, and in text, we sought to inspire visitors to come visit and (re)discover Holland! This resulted in imagery and stories that have been developed into an exhibition and postcards, and will later be developed into a blog and social media campaign.
We went fishing for treasures with nature guide Galt, on the isle of Texel!
Mapmaker Lisa showed us her favorite hotspots in Utrecht.
Stayokay manager and beekeeper Falco gave us a tour around his wild flower garden, and let us taste his home made honey!
Of course all local heroes were invited to the big opening of Stayokay Utrecht – Centrum, where we kicked off the traveling exhibition.