Rebrand & Global Campaigns
• Static Images
• Htlm5 Display Banners
About
As a Digital Marketing Designer at Hostelworld, I led the creation and execution of global digital campaigns with focus on programmatic display assets, combining strategic insight with hands-on design. From producing 200+ display banners in just two weeks for the rebrand to overseeing all digital and branding assets within the Brand team.
Highlights include designing cross-channel assets for the “Unexpected Guests” campaign featuring Mariah Carey, 50 Cent, and Charlie Sheen, which drove 65M+ views, 5B media impressions, and an 18% YoY increase in bookings across 23 markets. I collaborated closely with the marketing teams to deliver campaigns that changed the perception of the travellers about hostels.
'Search Bar' Interactive Template
'Search Bar' Display Ad
Dynamic creative designed to mirror the look and feel of the Hostelworld landing page. This interactive rich media banner allows users to enter a destination or hostel name, select travel dates, and add trip details directly within the ad while browsing other websites. By enabling users to search without leaving the page they’re on, the ad takes them straight to the relevant results page on Hostelworld, making the booking journey faster and more seamless.
'In the Hostel with 50 cent' campaign
He was famously on the brink of bankruptcy at the time making his role even more relevant. Inspired by the famous MTV Cribs series, where 50 Cent's episode is still the top watch, we put his once lavish lifestyle side by side with the cool, laid-back vibe of modern hostels. Mimicking the Cribs style, we showed off hostels in a way that really hit home with fans of pop culture, proving that today’s hostels are not just budget-friendly but also trendy and high quality.
TV, YouTube, Google & Meta | 16:9, 9:16, 4:5, 1:1 | 6s, 10s, 15s
Google (DV360) | 12 sizes
'Christmas Market' campaign
Programmatic display banners promoting seasonal market moments, specifically, Christmas Markets in Germany. The campaign features a variety of creative formats, each opening with an eye-catching snow animation overlaid on a destination image, before transitioning to a second frame showcasing hostel offerings. Formats include expandable carousel rich media, 3D cube carousel, and standard display.
'Top Destination & Top Hostels' campaign
Campaign promoting top traveller destinations and their standout hostels. Display creatives open on the first frame with an instantly recognisable landmark, before transitioning to a striking image of a featured hostel. The final display banner showcases the top 3 hostels in Barcelona in a sliding carousel animation. The campaign extends into an integrated approach on Facebook Carousel, mirroring the same destination-first creative strategy.
'Festival of Lights' campaign
A market moment campaign inspiring travellers to experience the Festival of Lights in Berlin. The creative leads with an animated, colourful landmark of Berlin, a nod to the festival's iconic light displays, before transitioning to showcase a curated selection of top hostels in the city.
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"Surf" Programmatic campaign in AUS
Blending dynamic surfing footage as an attention-grabbing hook on the first frame, before transitioning to a vibrant social hostel image on the second frame. This creative was recognised with a Silver Award for Best Effective Programmatic Creative, inspiring surfers through the power of programmatic advertising.
"Backpacking Around the World" - Paid Social post
Created from personal experience as both a Digital Creative and avid backpacker. The GIF brings the concept to life by building a journey one destination at a time, each stop represented by a flag patch filling a backpack. For the full interview, click here.
"Hostel or Hotel" campaign
A campaign challenging travellers to question whether they're looking at a hostel or a hotel, reframing perceptions through bright, clean, and inviting imagery that highlights private spaces, social areas, and the many premium touches typically associated with hotels.
'Speak the World' campaign
Promoted the social nature of hostels by introducing a real-time, in-app translation feature. It encouraged connection by breaking language barriers, allowing travelers to chat with people from different backgrounds. The campaign, which was a 2018 YouTube Works for Brands winner, helped increase bookings and brand perception.
'Seasonal' campaigns
Integrated global campaigns promoting seasonal events across Spain, spanning YouTube, Paid Social, and Google. Video creatives lead with immersive, on-the-ground footage of each event, capturing the experience as it happens, before transitioning to showcase hostels in those destinations. Built around the tagline 'Travel the world, meet amazing people, stay in hostels', the campaign highlights iconic events such as La Tomatina, the Holi Festival, and the Castell Festival, while also celebrating regional flavours, local cuisine, and the very best of the Spanish summer.
'Top Destinations' campaign
Programmatic display banners promoting top traveller destinations, leading with a striking image, either an iconic landmark or a visual strongly tied to the destination, for instant recognition. Each creative is paired with a compelling headline that complements the imagery, alongside featured nightly hostel rates to drive consideration and bookings.
'App Install' campaign
Static creatives featuring stunning hostel imagery, designed to inspire travellers and drive app installs.