Issue 9, YHA News

Creative academy

‘Everyone Fits’ is the new marketing campaign for YHA’s Exclusive Hire hostels. Like all effective campaigns, it has a crystal clear message: Exclusive Hire is for everyone. But we’re not patting ourselves on the back here. Instead we’re praising two 21-year-old students, Maria Makepeace and Hattie Hancocks, who created the campaign that we’re now using across our YHA Exclusive Hire website.

Students from the Creative Advertising courses at Falmouth and Buckinghamshire Universities were invited to put forward ideas for a YHA Exclusive Hire marketing campaign. Hattie and Maria, who paired together as an art director and copywriter, beat off competition from more than 30 other undergraduates with their Everyone Fits campaign. It won them a paid internship at The Hub Creative Academy, YHA’s design partner.

“It was a fantastic opportunity to work on a live brief with feedback from real clients,” recall the pair. “It’s something we both knew would impress potential employers, regardless of whether we won the competition.”

“We were so delighted to win the place at The Hub Creative Academy. It’s been everything we expected and more. We’ve had the opportunity to get involved with so many projects and were given responsibilities straight away, gaining real industry experience. It’s just been a fantastic way to start our careers.”

Rachel Ramsay, head of marketing at YHA, explains: “We loved the fact that Hattie and Maria’s concept reflected a photo album of memories from spending time with family and friends. We’ve all tried to take that photo with everyone in it. We thought this encapsulated perfectly what YHA Exclusive Hire is all about – there’s a YHA property to suit every group no matter how small or large, and we will have one where everyone fits!”

Hattie and Maria further developed their concept with help from another aspiring artist. Hannah Lewin, a student at Loughborough University, who created the watercolour illustrations of people within the designs.

“As a leading youth charity, YHA is all about giving young people opportunities,” continues Rachel. “Our partnership with The Hub Creative Academy embodies that ethos perfectly and I’m delighted that, as a team, we have been able to bring this to life and can share the work of three very talented young people with our customers.”

Hattie and Maria both graduated with 2:1 degrees in July from Falmouth University, and have since been offered and accepted permanent positions at The Hub.

Learn more about this partnership with our video:

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