A Multimedia Partnership Between Airbnb & The Wall Street Journal

Mock up and idea created by Jennifer Nieva

A Multimedia Campaign

In today’s technology driven society, online reviews and testimonials are what drive consumers to try a product or company. “Working From HOME” is a custom campaign that will follow today’s most successful professionals as they travel the world for business purposes while using Airbnb rentals to call “home”. Via custom content, personal blogs and videos, and an event sponsorship, “Working From HOME” will be a true testament to Airbnb’s redefinition of business travel and will influence consumers who are looking for posit ivefeedback before joining in on the Airbnb revolution. This campaign is designed to increase Airbnb’s brand recognition toward influential professionals, as well as revenue growth and membership.

Digital Custom Content Campaign Produced by WSJ. Custom Studios

• Airbnb custom sponsored landing page• Custom produced videos, articles, and

inforgraphics• Social media promotion

Event Sponsorship: Converge 2016

• Airbnb will house conference journalists, panelists, and speakers

• Official conference accommodations provided by Airbnb

Print Extension:The Wall Street Journal

• Sponsored Advertising Section presented by Airbnb that will include reformatted custom content from “Working From HOME”

Mock up and idea created by Jennifer Nieva

Custom Content Series

WSJ. Custom Studios will bring “Working From HOME” to life by producing custom articles, videos, and infographics that will highlight the benefits of using Airbnb during business travel. Airbnb will be promoted throughout WSJ.com and will own a sponsored landing page that will house all “Working From HOME” content within an expertly designed layout unique to Airbnb. The link to Airbnb’s custom landing page will be available on the WSJ.com homepage.

“Working From HOME” content can include the following: *

● Custom Video- Follow successful professionals as they travel domestically and abroad to

business endeavors and conferences. Professionals will document their Airbnb experiences through home videos and blogs.

- WSJ. Custom Studios will take this footage and create an expert look at what its like to frequently travel for work and create vignettes that will include the home video footage, as well as interviews with the professionals as they describe their Airbnb experience in their own words.

● Custom Articles- Using the testimonials and the blogs, custom articles will take a deeper look

into each professional’s Airbnb experience and how it compares to that of staying at a traditional hotel when traveling for business.

- Using a cost-benefit analysis, custom articles can illustrate the difference between traditional hotels and Airbnb properties and if “home sweet home” comfort can lead to more successful business trip outcomes.

● Custom Infographics- Infographics can illustrate the success of professionals who work from home

via data visualization and analytics.● Social Media- Links to share “Working From HOME” content will be prominently displayed

on Airbnb’s landing page. Content can be shared via Facebook, LinkedIn, Twitter, and email.

- “Working From HOME” will be promoted on Twitter via @WSJCS, WSJ. Custom Studio’s official Twitter handle.

*Subject to editorial approval and change

Mock up and idea created by Jennifer Nieva

Event Sponsorship

“Working From HOME” will include an exclusive sponsorship of Converge, a yearly conference produced by The Wall Street Journal and f.ounders. This invite-only event gathers CEOs, entrepreneurs, investors, and innovators in Hong Kong to delve deep into Asia’s tech revolution and the influence tech has had globally in 2016. A prime event for education and networking, Converge will consist of on stage interviews with tech influencers, roundtable discussions, and outings throughout Hong Kong and Shenzhen to experience China’s technology first hand.

As the Principal Sponsor of Converge, Airbnb will be promoted heavily before and during the conference and will have the following exclusive opportunities: *

• Airbnb will be the official accommodation source for Converge.

• The Wall Street Journal journalists, panelists, and guest speakers will stay in Airbnb rentals throughout their stay in Hong Kong.

• Airbnb will be listed as the official accommodation source on all Converge promotional materials including print, digital, radio, mailers, and official Converge website.

• Converge promotion materials will provide a direct link to Airbnb to provide conference attendees with booking information in Hong Kong during the conference.

• Speakers, panelists, and journalists can choose to document their stay and contribute to the “Working from HOME” custom content series.

*Subject to editorial approval and change

Mock up and idea created by Jennifer Nieva

Print

“Working From HOME” will extend onto the pages of The Wall Street Journal with a sponsored advertising section that will take Airbnb’s custom articles and infographics and reformat them to showcase Airbnb in the famed, flagship publication.

Sponsored advertising section will include:*

• 4x page stand alone advertising section in The Wall Street Journal presented by Airbnb

• Back page of section will be a full page, full color Airbnb brand ad that can promote their sponsorship with Converge and their “Working from HOME” custom series

*Subject to editorial approval and change

Mock up and idea created by Jennifer Nieva

Sustaining Media

“Working From HOME” will saturate WSJ.com with a high impact, sustaining digital campaign that will further promote Airbnb on the homepage, Life/Travel channel, and run of site. Ad sizes will consist of the following:

*Subject to editorial approval and change

Mock up and idea created by Jennifer Nieva

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Mock Campaign and Idea Created by Jennifer J. Nieva – jennifer.j.nieva@gmail.com

Mock up and idea created by Jennifer Nieva