Airbnb: The last blockbuster

In the US, Airbnb, a vacation rental company, launched a campaign with the objectives to drive brand favourability and visitation and an association between Airbnb and safe, local, community-centric travel.

Campaign details

Brand: AirbnbAgency: Weber ShandwickCountry: USA

Why is this work relevant for Creative Strategy?

This campaign is emblematic of Airbnb's broader consumer marketing strategy.

As the brand's first activation during the pandemic, it required a pivot of the longer-term strategy and a careful balancing act with regard to messaging: respecting public health guidance while encouraging safe, local travel.

Without any paid media available to amplify programs in 2020, the burden of proof was high on identifying the right moment and the right idea that would travel 100% organically.

Airbnb's CEO Brian Chesky has been...

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