PoP clients partner with YHA and SloWays Travel for new campaigns

At People of Prominence, we champion experts, storytellers and changemakers who bring purpose to every platform, and we’re now proud to celebrate two standout new brand collaborations that do exactly that.

Phoebe Smith

Our clients Phoebe Smith and Matthew Haywood have each launched exciting partnerships with brands that share their love for the outdoors, their commitment to accessibility, and their passion for meaningful travel experiences.

Adventurer, writer and broadcast Phoebe Smith has partnered with SloWays Travel, a specialist in immersive walking holidays. Last month, she embarked on a week-long journey along the St Francis Way in Italy, an iconic pilgrimage route known for its beauty, heritage and mindful pace. Throughout the trip, Phoebe shared a stream of content across Instagram Stories, Reels and Grid posts, with a bio link supporting traffic to SloWays’ website. She’s also producing a podcast collaboration with SloWays, bringing her audience even deeper into the story and spirit of the trail.

The partnership is a perfect fit. Phoebe has long used her platform to advocate for sustainable travel, outdoor education and accessible adventures, and SloWays’ philosophy of slow, soulful journeys aligns beautifully with her values and storytelling style. As the Sleep Storyteller-in-Residence at Calm, author of 11 books, in-demand travel journalist, Ambassador Scouts, and Founder of the WeTwo Foundation, Phoebe continues to lead the way in shaping purposeful narratives around nature, wellbeing and travel.

Matthew Haywood

Meanwhile, Matthew Haywood, winner of BBC's Survivor UK and rapidly rising TikTok creator, has teamed up with the YHA to spotlight affordable, accessible adventure right here in the UK. For his latest collaboration, Matthew spent two days staying at a YHA property in the Lake District, creating inspiring content across his social channels to showcase the beauty, ease and inclusivity of local getaways.

As someone who built a platform by championing outdoor life, resilience and personal growth, Matthew’s partnership with YHA couldn’t be better timed or better aligned. With over 247k followers and 4.5 million likes on TikTok, his voice is helping a new generation see hostelling as an opportunity to connect with nature, to travel sustainably, and to explore more for less.

Both collaborations are already generating strong engagement and leads for the brands involved, proving the power of working with creators who bring authenticity, passion and trust to their campaigns. These are partnerships built not just for reach, but for resonance, grounded in real alignment between voice and brand, purpose and platform.

And there’s plenty more coming. With new brand partnerships, content collaborations, speaking engagements and media opportunities soon to be announced for Phoebe, Matthew and many of our other clients, we’re excited to continue building momentum across a range of sectors, industries and impact spaces.

If you're a brand looking to connect with the right voices, or an expert or creator ready to grow your influence, People of Prominence is here to help, so please get in touch.