When the YHA needed a fresh creative direction to sell autumn and winter holidays across their 150+ youth hostels, they approached Fluid to design an integrated campaign that would resonate with couples and young families.
The times we share and the memories we make in winter weather can somehow feel more special. They can be remembered with a sense of fondness and nostalgia. They can feel like a triumph. This is the spirit of our YHAppy brand campaign.
Messaging talks of triumphant weather warriors that find their YHAppy in the great outdoors. Stories of soggy socks, scrunchy snow and salty skin elevate the brand alongside visceral experiences, selling adventure – not just accommodation.
“This was such a brilliant brief, and the team at the YHA have been so receptive to different ideas and messages. We’ve got our fingers crossed that this could be the start of a long and happy relationship with a really interesting and forward-thinking charity.”
Ed Bowler, Director
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