Hostelworld maxes out on Mariah Carey

Lucky Generals has signed up diva-in-chief Mariah Carey for Hostelworld and, as you’d expect, they’re keen to get their money’s worth.

So we have Mariah turning up at its “luxe” Barcelona outpost, complete with regulation NFL-sized team of flunkies. At first she’s not impressed.

Excellent until about half way through and then there’s way too much of performer Mariah – but maybe that’s the price you pay.

MAA creative scale: 6.5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.