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3rd February 2004

A new exciting partnership has been forged between The Scout Association and the Youth Hostels Association (England and Wales). And it's winners all round!

The target is to market Baden-Powell House in the heart of London's 'Museum Land' on Queen's Gate, Kensington, to a wider, but not dissimilar audience. It will bring new opportunities to ensure greater use of the prestigious hostel by like-minded young people and adults.

The Scout Association and YHA are ideal partners sharing worldwide branding and vision. And both serve young people venturing away from home.

With its current hostels in London busy, particularly during the summer, YHA is delighted to extend its range of accommodation. Indeed, two YHA directors were highly impressed by facilities and quality of service offered at Baden-Powell House when they stayed overnight to sample it for themselves!

Scouting's flagship hostel is now featured in YHA's 2004 brochure and website, and is included in YHA's marketing programme to schools, seen as a key market for the future. Baden-Powell House is at the more 'luxury' end of hostel accommodation. Schools are more likely to opt for Baden-Powell House where quality and service is paramount. With YHA already established in the schools market, the partnership has all the hallmarks of being a successful one.

Initially a two-year agreement, it is anticipated it will become a rolling one, and measures sown now will reap success in two or three years' time.

YHA is seen as both the right and appropriate fit, encouraging more young people to stay in the hostel as well as appealing to families. The partnership is an opportunity for the two organisations to learn from each other and exchange ideas.

With the 2005 European Jamboree, 'Eurojam', a little over a year away, and with even bigger celebrations set for 2007 when the Movement celebrates its centenary, it's never been a better time to spread the word about Scouting's very own hostel in London. Staff at BPH must be prepared ... for a busy future!

Baden-Powell House was built in 1961 as a living memorial to the Founder, Lord Baden-Powell, where young people from around the world could stay together in central London. This partnership endorses those aims and also raises Scouting's profile to a new audience.