The Hub
WINNER - Best Comsumer Campaign WINNER - Best Typeography WINNER - Best Experiental Marketing

#LIVEMOREYHA. Putting YHA firmly back on the youth market’s map.

We infiltrated the youth segment by taking three band members (and some very special guest performers) on a tour of our most iconic hostels in a vintage camper van.Tweeting, instagramming and jamming our way around the UK, we spread our message of ‘live more, pay less’. We broke down misconceptions, got them over the threshold and gave them an unforgettable experience. All in a YHA.

livemore.co.uk formed the base of the campaign, where students could book breaks and stay up to date with events. We lived in social channels, creating communal Spotify playlists, sponsored facebook stories and instagrammed it all. We then took The Intermission Project on The road, on an unforgettable journey across the South. We reached 832,256 students, grew our online community by 255%, an upped like-for-like sales by 235%.







  Rebranding The Jockey Club

The Jockey Club has been the driving force behind British Horseracing for over 260 years, and came to us to rebrand them for the next 200 years. We repositioned, rebranded and repackaged the brand and it’s 15 racecourses, creating a desirable brand with aspirations on the high-street, travel and leisure. The rebrand extended from apparel to events, from racing to music, and from fashion to refreshement. We brought the brand to life in unique, memorable ways that told the brand story in relevant, timely ways. The journey from historical icon to household name is well under way, watch this space for more.







  Taking Kiddicare's e-crm programme into a new, responsive world.

Morrison’s Kiddicare came to us to remould their e.crm programme for the new responsive world. Pushing the limits of what HTML emails can do, the campaign serves different designs according to the device they’re viewed on. The emails feature subtle animated gifs and the latest in responsive design for emails. The welcome programme created a longer conversation with sign-ups, keeping the dialogue fresh. Cute illustration coupled with a playful, friendly tone of voice helped the brand become more conversational. The Hub have also created standalone emails for ‘Your Amazing Journey’, the official Kiddicare blog.







Interpreting the YHA network in a whole new way

Part of a wider drive to offer customers an ”experience” rather than just a bed, the Rowntree’s installation at YHA York aims to change the outdated public perception. Following privileged access to Nestlé's archives, we trawled through 150 years of history comprising of 37,000 archived images and artworks. We then turned the walls of the YHA’s café into our canvas to bring this story to life.

We spent over 3 months re-working 150 years’ worth of advertising to create the six-metre installation. The timeline's design evolves along with the chronology of the content, starting in Edwardian times and ending today. The idea was to create a local landmark for visitors to York to enjoy for many years to come.







  Taking Costa’s Coffee Club into Europe.

Costa Coffee international charged us with creating and implementing e-crm for the launch of Costa in France. From the welcome, to monthly statements and seasonal promotions.

Launching Coffee Club in France with personalised, data driven emails We gave Costa Coffee a distinct continental twist, making it relevant to the younger Parisian audience.







Creating an international lifestyle magazine for Genting Casinos

Genting Casinos charged us with creating a quarterly, UK-focussed lifestyle and leisure magazine for the international market. Our answer was ‘Kingdom’ - your guide to all things English (and some of the world’s finest casinos).

High-end in both format and content, Kingdom is aimed at the upper end of the leisure market. Adopting a wide worldview, Kingdom takes in all that’s worth talking about each season. Our editorial approach also allowed us to focus on key casinos in the Genting estate, The seasonal format gives readers many reasons to come and play in the UK. The content will also be featured on Kindom.co.uk







  Upping the ante for Gala Casino’s poker offering

How do you introduce Poker to a gaming audience renowned for keeping their cards close to their chests? By becoming the target audience. The agency team became Poker players with 6 week’s intensive coaching from professional dealers. By becoming Players, we got to understand the signals. The language. The mindset of a mind sport.

For the campaign, players were drafted in to write the copy and real players were photographed during live games. Successful players were recruited as ambassadors to spread the word on social media and specialist forums. Over 1000 new players recruited, with year on year gross profit growth of over £1,000,000







Re-imagining what membership can be for YHA.

Both YHA and its members yearned for a more meaningful, benefit-led relationship. Our solution was to create a textural membership programme, with great content and inspirational collateral as one of the new benefits.

The new membership took the shape of a passport, to educate members about our new attitude and benefits. In-hostel we created ‘membership zones to both inspire and recruit potential new members. One of the most popular new features is ‘The Wanderer’, our monthly round up of all things YHA.
Welcome to The Hub.

Where left brain meets right brain.
Where art meets science.
We call this sweet spot between the two
‘head and heart engagement’.
It helps brands sell and consumers fall in love.

Our relentless pursuit of knowledge and investment in learning has seen us train as baristas, travel over 2356 miles, stay in over 40 Youth Hostels and learn to play poker - all the while communicating our insights in real-time, using live blogs. Why? Because it helps us make memorable work, that works.

The Head. The Heart. The Hub.
The Hub pink strip pink circle

NEWS

JUNE 2014

The Hub come second in MAA triathlon. And the crowd go wild.

MAY 2014

Did you get your invite to the YHA Surreal Spring ball? #LiveMoreYHA

APRIL 2014

This could be the start of something beautiful. We've partnered with two colleges to help develop young talent.

MARCH 2014

There's so much good work going on there's no actually time to talk about it here.

FEBRUARY 2014

Squirrelling away on some exciting new PizzaExpress work!

JANUARY 2014

The Hub goes head to head with Aesop for Best Breakthrough Agency of the Year. Click here.

DECEMBER 2013

The Hub is up for the MAA Best Consumer Campaign as voted for by Guardian Readers - Click here.

OCTOBER 2013

GRADS!
The Hub launches it’s graduate recruitment scheme. Click here to get involved.

AUGUST 2013

The Hub is appointed by Costa Coffee to launch it’s Coffee Club programme in France, Germany and Ireland.

AUGUST 2013

The Hub recruit an unsigned band and hit the road on the #yharoadtrip. Eight days, five hostels, a vintage camper van and a re-engaged youth audience come along for the ride.

JULY 2013

The Hub is appointed by Kiddicare to launch it’s first new parent welcome programme.

JULY 2013

The agency walks the Three Peaks and raises £2,000 for YHA’s Breaks For Kids charity.

JUNE 2013

The Hub is appointed by Scandi Kitchen to create a best-in- class, responsive e-commerce site.

MAY 2013

The Hub unveils new Jockey Club brand identity.

APRIL 2013

The Hub and independent media agency The Village Communications join forces to reach out to students.

March 2013

Elevating The Jockey Club brand with over 250,000 Cheltenham Festival racegoers and millions of C4 views.

MARCH 2013

The Hub is appointed by Genting Casinos UK to handle it’s regional marketing and loyalty.

JANUARY 2013

The Hub drive 100% bookings at refurbished hostels, following £10M capital investment.

JANUARY 2013

The Hub appointed by Apostrophe to drive sales across London stores.

JANUARY 2013

The Hub wins a three-way pitch for the rebranding of The Jockey Club and it’s 15 racecourses including Cheltenham and Aintree.

NOVEMBER 2012

The Hub shortlisted for MAA Best Awards for Gala Casinos Poker Campaign.

NOVEMBER 2012

The entire agency conquers Mount Snowdon raising money for Breakthrough Breast Cancer along the way.

SEPTEMBER 2012

The Hub is appointed lead creative agency for YHA.

JANUARY 2012

The Hub launches an integrated campaign for Poker by Gala Casinos and goes on to triple revenue and receive industry-wide recognition.

NOVEMBER 2011

The Hub wins the retail and CRM account for Apostrophe Coffee Shops.

The Hub blue horistrip The Hub pink strip The Hub beliefs circle The Hub's Location

Get in touch at info@thisisthehub.com
or give us a call on +44 (0)207 428 7432


The Hub, Bedford House,
125 - 133 Camden High Street,
London, NW1 7JR
Tel: +44 (0)207 428 7432

We’re growing. Want to grow with us?
Send us your CV and tell us about yourself in 200 words - could your head and heart be in The Hub?

iamtheone@thisisthehub.com