Travel rental platform Airbnb continues to build its awareness through two new partnerships to support its new international ad campaign.
Developed with TBWA/Chiat/Day, the "Love This?" campaign is based on the concept that "if you love the thing that you're watching, why not go and live there?"
The campaign is based on 2014 research that shows 45 million international tourists chose a travel destination because they saw a movie or TV show that was filmed there. The insight was to match iconic 'one-of-a-kind' content with iconic 'one-of-a-kind listings.' says Airbnb.
Hence, the promotions with Disney's "The Jungle Book" and outdoorsman Bear Gryllis, star of "Man Vs. Wild" are designed to highlight these "unique and magical" listings that are available on Airbnb--specifically tree houses and private islands.
The 30-second spots feature real Airbnb listings and appear across PG, PG-13 and R-Rated Films at NCM, Screenvision, Mediavision, and Digital Cinema Media theaters.
Online videos, banners, and homepage takeovers will run across Time Inc. sites, as well as AOL, MSN, Yahoo!, Hulu, YouTube, and Vevo.
Social media outreach includes video, carousel ads, and standard posts on Facebook and Twitter.
The campaign runs in the U.S. and internationally, specifically the UK, France, Germany, Australia, and South Korea.
Also, to encourage travelers to try these experiences, Airbnb will be offering special discounts on all tree houses and private island listings, including $100 off a night stay.
The entire campaign is an extension of the brand's ‘Belong Anywhere’ positioning.