How Airbnb plans for "super-brand" status

This event report details how Airbnb, the online accommodation rental service, is leveraging marketing at a time of rapid growth.

How Airbnb plans for "super-brand" status

Geoffrey PrecourtWarc

In 2008, two years after Jonathan Mildenhall left London – and a 15-year career in the agency business – to move to Atlanta as the Coca-Cola Co.'s vp/global advertising strategy, Brian Chesky was putting the finishing touches to a new digital accommodation rental service.

In its first four years, Airbnb would attract a million guests. And in 2014/15, the platform now exceeds that volume every month. Such growth has been double-sided, too: just as more consumers have signed on to book properties through the service, so more people have opened up...

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