Hostelworld and Tribe Marketing ‘Meet the World’ at V Festival

Hostelworld and Tribe Marketing took over the V Festival official meeting point in August, providing a pop-up hostel experience, complete with giant 10 metre long hammock, and a chill-out zone, emulating the vibe and social experience that hostels are known for plus a perfect line-of-sight to the MTV stage.

Tribe created the hostel experience for V Festival, which took place in Chelmsford, with a tent featuring comfortable furniture, live DJ music, free phone charging, complimentary Wi-Fi and the giant hammock.Visitors could also enter a competition to win flights, a hostel stay and tickets to one of six European festivals for themselves and a friend by posting a “hammock selfie” to Twitter or Instagram.

Marek Mossakowski, global head of brand for Hostelworld, says: “Our Meet the World campaign aims to change people’s perceptions of what hostels are all about. Hostels have changed significantly over the years – they are modern and stylish, whilst retaining the social core that makes hostels the social hubs that they are.”

Marek adds: “The pop-up hostel which Tribe put together for V Festival allowed us to showcase the best hostel facilities and reinforce the message that we can help travellers find the best value accommodation around the world, particularly the younger audience who are fans of the festival experience and travel around Europe and beyond, sampling what different countries have to offer.”

Nadia Brown of Tribe Marketing observes: “We had no problems filling our pop-up hostel with great experiences – there’s so much going on in hostels around the world. It gave us a golden opportunity to show the target audience just how sophisticated hostels can be. And our giant hammock proved a real crowd pleaser – we’ve had hundreds of Tweets and Instagram posts which has helped leverage the activity brilliantly.”

Tribe Marketing was responsible for the creative idea, stand build, logistics and staffing for the Hostelword pop-up tent.