HI USA

More than just a place to stay.

Role

Strategy, Copywriting

Scope

Campaign

I collaborated with the Bellweather Agency team on a nationwide campaign for Hostelling International USA. Our goal: to educate modern travelers on the world of hostels and boost bookings for HI USA stays. We crafted a vibrant campaign that highlighted safety and inclusivity, catering specifically to Millennial and Gen Z adventurers. Our work combined copy and visuals that not only built trust but also stirred up a little FOMO for anyone bitten by the travel bug.

My contributions: campaign concept, core message, asset copy and campaign guidelines.

HI USA. Where you belong.

Travel can sometimes feel lonely, especially when you’re booked in a hotel or Airbnb. You sometimes miss out on the real vibe of your destination. That’s why I positioned HI USA as the ultimate travel hack— where every stay isn’t just about a bed, but about diving into the local scene and feeling like you’re a part of it. Even if just for a little while.

The resulting campaign tagline, "from arrival to belonging" says it all. HI USA isn’t just a stop on your journey; it’s where you find your people and feel right at home. From the moment you check in, you’re welcomed into a community that’s all about inclusivity and fun.

I made the copy feel like chatting with a fellow traveler— keeping it authentic, relatable, and confident. The language has that zing of energy to grab the attention of anyone, whether they’re flying solo or rolling with a group.

I wanted people to feel that spark of excitement and empowerment from the get-go. And honestly, I had a blast doing it. This project was all about highlighting the social connections that make travel truly special. At the heart of it all was a simple but powerful message that it’s not just about seeing new places, it’s about diving into a community that feels like it’s made for you.

From booking to bonding.

We’re in our hostel era.

Connect, explore, belong.

We brought our ideas to life by tapping into a 'NOWstalgic' vibe, resonating with our audience and setting HI USA apart from the usual hospitality scene.

The goal was simple: to create a space where travelers could not only find their next adventure but also connect with a like-minded community—and maybe even discover a bit more about themselves along the way.