As part of the global hostel accommodation booking platform's ongoing Meet the World campaign, which aims to persuade millennial travellers to consider hostels over other accommodation, the film launched on social channels across 12 markets globally today.
The three-minute 'In Da Hostel with 50 Cent' was created by London creative agency Lucky Generals and production company Smugglers, in response to a brief from Hostelworld. Freelance support has been used to seed the new video in various markets, and Launch Squad provided support in the US. Other PR and media planning was done in-house.
The film kicks off with a hip-hop soundtrack as the rapper, who was declared bankrupt last year, takes viewers around TOC Hostel in Barcelona. Playing off 50 Cent’s reputation for loving all things luxurious, the film deploys the tagline 'All the bling without the sting'.
Hostelworld's senior PR and comms manager Celia Venables said: "The objective of this video was designed to raise awareness of hostels and Hostelworld, but also to bust negative perceptions of hostels – and what better way to do this than to take people on a tour of the modern hostel of today? 50 Cent starred in the most famous and widely viewed episode of MTV Cribs, so naturally, he was the right guy to be the star of Hostel Cribs."