Airbnb has just launched what its calling its largest brand advertising campaign to date. The travel rental platform and its agency TBWA/Chiat/Day have kicked off the "Live There" campaign to "inspire travelers to reimagine what it is to travel."
The concept is designed to demonstrate the contrast between standard tourism and the Airbnb travel experience. For instance the TV spot features language that suggests when tourists head to Paris they don’t just go to Paris, they live in Paris.
In addition to :15, :30, and 60-second TV spots, the campaign includes digital, out-of-home, and print assets. There is also a heavy presence across social media, specifically Pinterest, Facebook, Twitter and Snapchat.
The international campaign runs in the U.S., UK, France, Germany, Korea, China, and Australia and coincides with a new app that "enables travelers to live like locals" with features that include more customization and micro-targeted guidebooks.
“The number one reason people chose to travel on Airbnb is they want to live like a local. They don’t want to be tourists stuck in long lines, fighting with the crowds to see the same thing as everyone else,” stated Brian Chesky co-founder, CEO, Airbnb. “Our hosts offer more than just generic hospitality - they welcome travelers from around the world into their communities.”
In February, Airbnb introduced two promotions, one with Disney's "The Jungle Book" and the other with outdoorsman Bear Gryllis, star of "Man Vs. Wild" to highlight the "unique and magical" listings that are available on Airbnb--specifically tree houses and private islands.