The Manchester office of LEWIS PR has been appointed to handle the nationwide publicity brief for Generator Hostels.
The company owns the second and third largest hostels in the world and is seeking to position itself - primarily within its core market of 18 to 35 year olds - as 'the obvious choice for travellers seeking budget accommodation that is both safe and comfortable'.
With this in mind Generator is looking to LEWIS to build its brand profile, drive up web traffic and increase bookings.
The agency is currently devising a strategy that includes event alerts, interviews, competitions and harnessing social media channels.
“Generator Hostels is a great client to add to our increasingly diverse portfolio,” commented Angela Workman, head of LEWIS Manchester.
“The campaign will target young travellers from around the world who want to experience London and Berlin in a comfortable, friendly atmosphere – while not breaking the bank.”