Airbnb

The concept and creative execution for this campaign was carried out with other team members.

Problems

• Covid-19 has brought the travel industry to a halt

• Consumers are staying home more often than the industry is used to

• People are experiencing boredom and fatigue due to the monotony of pandemic life

Goals

• Strengthen the brand’s social media presence

• Draw attention to the new “Online Experiences” feature

• Emphasize that Airbnb is a service you can utilize during Covid-19 and beyond

Celebrity Online Experience

Special edition online experience hosted by Queer Eye star and chef, Antoni Porowski. Antoni is known for his bubbly personality and love for food and new experiences, which is why he would be a great fit for this campaign. He also has a strong presence on social media, so through his promotion more people would be drawn to Airbnb Online Experiences.

New Quiz Website Feature

Creating a quiz that is easily accessible on the Airbnb website and app will make it easier for users to discover what Airbnb has to offer. Rather than looking through multiple pages of stays and experiences, users can input what they are looking for and the brand will offer up relevant results the user can further look into. A series of questions about travel preferences and hobbies will gauge what users are looking for, referring them to stays, experiences, and online experiences that would suit their needs at the time.

Creating the “A Day in the Life” series on Airbnb’s YouTube channel featuring celebrities who fit the campaign of “The World Awaits.” In this series, celebrities would vlog a day they are spending at an Airbnb stay, that includes them partaking in an outdoor Airbnb experience as well as one of the new Airbnb online experiences.

Lily Collins has recently gained popularity for her Netflix show, Emily in Paris. Her character’s experiences in the show embody the idea that “The World Awaits” and that travel can bring about a lot of positive change. Lily also is a well traveled and intelligent actress, which makes her a great fit for this campaign.

Zac Efron also has a documentary series on Netflix, Down to Earth, where he travels around the world finding sustainable ways of living. This show has really re-shaped his personal brand as one that is worldly and explorative, making Efron a good match for this campaign as well.