AIRBNB CAMPAIGN

ADVERTISING

Agency Introduction 4,5Executive Summary 6Campaign Scope 7Campaign Vision 7Research Brand Analysis 8 Market Analysis 9 SWOT Analysis 10Objectives and Key Performance Indicators 11Creative Brief 12Advertisment Mockups Print Advertisments 13 Commerical Script 14 Commerical Storyboard 15 Experimetial Marketing 16 Collaboration Recommendations 17Digital Marketing Virtual Reality 18 Search Engine Terms 18 Social Media Posts 19 Evergreen content 20 Email Mockup 21 Press Release 22 References 23

Table Of Contents AIRBNB CAMPAIGN 3

Agency Introduction

At 20 years old, Mckenna has begun paving her own path; currently attending Quinnipiac University in Hamden, Connecticut. She is in the Accelerated Dual Degree Program for Communications: Majoring in Advertising and Integrated Communications and minoring in Entrepreneurship, she is also apart of the NCAA Division 1 - Women’s Rugby Team. Mckenna was crowned Miss Teenage Van-couver Island and also ranked in the top 10 for Miss Teenage Canada 2015. However, you don’t want to underestimate this dynam-ic woman’s physical strength. She utilized her pageant platform to raise awareness for kids who cannot afford to play sports. Mck-enna is recognized as a high-performance women’s rugby athlete - playing provincially, nationally and internationally. Mckenna is a co-founder of KidLED, her business mission is funding brighter futures by raising funds for charities, schools and organizations.

Mckenna HazBrianna MejiaA Freshman in the at Quinnipiac’s presti-gious three plus one program, Brianna looks forward to the many challenges and new adventures in store for her. By majoring in Advertising and Integrated Communications with Marketing minor, Brianna hopes to bring her love for visual design and creative writing together to forge an exciting new career path.Brianna has competed at DECA states three years in a row was an internationl finalst at the DECA International Career Development Conference. DECA is a club that prepares emerging leaders and entrepreneurs for careers in marketing, finance, hospitality and management in high schools and colleges internationally. Throughout high school, Bri-anna swam on the varsity swim team, serv-ing as capatin her junior and senior year. On campus, Brianna is a part of PRSSA to ex-pand her connections in the communication community.

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Heather Popovics Michael GardnerHeather is a freshman attending Quinnipiac University, in Hamden, Connecticut. She is currently enrolled in the Accelerated Dual Degree program for Advertising and Inte-grated Communications, with a minor in Marketing. She is on the Quinnipiac Sideline Cheerleading team and supports the division one basketball teams by cheering them on. Heather has worked with St. John’s Universi-ty, Staten Island Food Initiative, and City Har-vest on the “Difference Makers Campaign.” This was a community based program that spread the word about healthy foods across Staten Island. Heather has also worked with the YMCA’s Drug Counseling Services. She has designed advertisements to spread awareness about the free counseling ser-vices and even took part in a viral campaign. She is continuing to use her creative style to help her become successful in the field of advertising.

Mike Gardner is a freshman attending Quin-nipiac University, in Hamden, Connecticut. He is originally from Smithfield, Rhode Island, and is 19 years old. He is currently enrolled in the Accelerated Dual Degree program as an Advertising and Integrated Communica-tions major, and a minor in Marketing from the school of business. He is a member of Q30 Television on campus, contributing to the sports department. Mike has previous-ly worked with both Northern Rhode Island Vikings Youth Hockey teaching in the Learn to Skate program as well as with Northern Rhode Island Roadrunners Youth Lacrosse as a coach for the 12 and Under teams. He also was part of the redesigning of his high school sports department logos in his senior year.

ADVERTISING

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Executive Summary The Be F.R.E.E. (Fly, Reserve, Experience, Explore) campaign for Airbnb will be targeted towards 45-75 year-olds. This is because they are at an age where they have the money to go on trips, and are still young enough to try new things. They do not currently trust the model of staying in an Airbnb, this campaign will help them to trust the idea, the platform, as well as the other users of Airbnb. For our campaign, we fo-cused on freedom, spontaneity and youthful exuberance while on vaca-tion. To do this we created advertisements that branded our target market to stay in Airbnb’s. With the newfound freedom they have by not staying in a more traditional travel accommodation, they have more indepen-dence to explore the activities that each location has to offer. As well as the typical advertisements, we also created social media posts, a commerical, a company email, a drawing for 20 people to travel for 30 days in our Be F.R.E.E. Bucket List Draw, as well as an experiential marketing aspect of our campaign which ran in three airports that have a higher population of our target market living in the areas. These airports will run the advertisement every 30 minutes, so that there is no line build-up, and different travelers will see the advertisement every time it runs. In the Be F.R.E.E. Bucket List Draw, customers will have the chance to enter their names into the drawing to be one of only 20 people to win 30 days of travelling all over the world, courtesy of Airbnb. The winners will have an opportunity to check things off of their bucket list while staying at Airb-nb’s along the way. Durring the month of January, Airbnb will be donating $5 for every reservation to Make A Wish foundation so that kids can fu-fill their wish. We will also partner with Ellen Degeneres and an Instgram travel account. With this campaign, we are hoping to increase the number of Airbnb profiles, but also create experiences while they stay with us to keep them coming back for more. The advertisements and strategies that we have chosen to display as part of our campaign are geared towards a suc-cessful increase in the number of users age 45-75.

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STATE-OF-THE-ART

Campiagn Scope• Our challenge is to increase the number of people who

use and trust Airbnb.• We need to make Airbnb seem more trustworthy and a

good experience for the consumer. • We are not worried about out campaign budget; money is

not a problem. • Campaign launches January 1st, 2019.• Our target audience people 45-75 who have a harder

time trusting websites like Airbnb.

Campaign VisionTheme: Freedom and travel for older demographic who do not trust the coloaborative consumption model. Cohesive Strategy: Be F.R.E.E. Bucket list draw Key words: Freedom, Experinece, Reserve, Fly, Spontaneous, ExploreKey Phrase: Be F.R.E.E.= Fly, Reserve, Explore, ExperienceTagline:• Be Free, Travel with AirbnbMission statement: To live in the world where one day you can feel like you’re home anywhereTone: Free spirited, fun, light-heartedSpecific core message or takeaway:• It is never too late to acomplish your bucket list• Airbnb gives you the freedom you want when you travel

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Research

Airbnb is an online community allowing users to both rent and rent out properties. It is a global company that operates in 191 countries. It is the world’s largest accom-modation provider, however, it owns no real estate. It is part of the ever growing “shar-ing economy,” and collaborative consumption model as Airbnb offers someone’s home as a place to stay when travelling, instead of a hotel. Offering anything from a one bed-room space in New York City to a mansion in Hawaii. The opportunities for accommo-dations range in price, making this model user friendly for all.

Airbnb was started by Joe Gebbia, Brian Chesky, and Nathan Blecharczyk. The original idea for the company came in 2007 in San Francisco, California. Gebbia and Chesky decided to rent out their apartment to designers coming to the city for a four day conference. They originally used three air mattresses in the loft space of their apart-ment, promising a night’s sleep and breakfast in the morning. After the first three guests stayed at $80 each, they realized that this could be a big idea. They teamed up with their former roommate, Blecharczyk, to launch the company, originally named Air Bed and Breakfast. In the beginning, they struggled to find people who would invest in their vision. After failing to get financial backing, the creators of Airbnb sold cereal boxes labeled as “Obama O’s” and “Cap’n McCain’s” just to make money. Finally, Paul Graham took no-tice of their idea and invited them to join Y Generator, and the company spent the first three months of 2009 at the generator. The company continued its scrappy business-building techniques. Channeling their design backgrounds, the founders launched an ambitious project to get its hosts to love the company. They visited all of their hosts in New York to personally stay with them, write reviews, and professionally photograph their places. They finally changed their name in March 2009, to what it is today. By 2011, four years after the first guests stayed in an Airbnb, the company was already in 89 countries and had over 1 million nights booked on the platform. This happened after the owners had received a $600,000 seed investment the year earlier to expand and grow their business plans. The same year, some of Silicon Valley’s big-gest VC’s put roughly $112 million into the company, making it worth over $1 billion.

Brand Analysis

Brand History

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Geographic Insights

AIRBNB CAMPAIGN 9Services/ Products• Rent properties • Rent out your own property• App that allows you to book

appointments • ‘Host Assist’ tab which

shows certain things which you can buy from vendors to help you with your host-ing

• Airbnb Gift Cards

Main competitors include hotels, hostels and other collaborative con-sumption websites to include: • Booking.com • Trivago • Outdoorsy• Homestay• Hotels.com • Expedia • Homeaway and VRBO • CouchSurfing

Airbnb profit reached $1.7 billion last year and is projected to reach $3.8 billion this year. Airbnb host earnings can range drastically, with some hosts making more than $10,000 per month, while oth-ers make less than $200.With more trust in collaborative consumption in recent years, Airbnb is only expected to grow in the future. The idea behind Airbnb was something that took consumers time to get used to, but many are now making the trust leap.

Airbnb now has over four million listings in 65,000 cities across 191 countries. Airbnb listings are in cities, rural areas, and suburban areas. They are mostly located in areas that attract many tourists. Airbnb is restricted from certain areas such as New York City, Paris, Barcelona etc., because it violates housing rental laws.

Market Analysis

Geographic Insights

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Key Performance Indicators• With the launch of our Be Free Bucket List Draw, our

goal is 5,000 new email addresses from signing up for the draw.

• 10,000 new followers on Twitter.• 10,000 new followers on Facebook.• 30,000 new Airbnb profiles.

12 OFF THE GRID ADVERTISING Creative Brief

Why are we advertising?We want to reach the people that currently aren’t using Airbnb when they travel. As the world’s largest ac-commodations provider, without owning any real estate, there is still some hesitation to rent from another person on vacation.Who are we advertising to?We are advertising to adults, both male and female, between the ages of 45-75. This is because they are the people that currently do not trust the business model of collaborative consumption that is used by Airb-nb.What do they currently think?They currently think that staying in an Airbnb is not safe and would rather stay in conventional accommoda-tion providers such as hotels and travel agencies to help them book their trip and their stay.What do we want them to think?We want them to think that they are saving money by renting an Airbnb as opposed to the sometimes-high booking prices of hotels. We also want them to think that Airbnb is a safe and easy way to travel.What is the key consumer insight?The customers of Airbnb are more likely to get an adventurous, local experience in the hearts of neighbor-hoods that do not necessarily always have a huge amount of tourism, making each experience at an Airbnb a unique one as no two Airbnb’s are the same.Why should they believe it?Unlike staying at hotels, people who choose to stay at an Airbnb are people who actually live in the area, not just people who work in the area. This means there are more local experts to help guide your stay, as well as less overall tourism from other travelers in a much more personal staying experience.What is the USP of Airbnb?The Unique selling point of Airbnb is the fact that they are the world’s largest accommodations provider, without owning a single piece of real estate. Airbnb uses everyday people that rent out a room or an apart-ment that they own to other people looking for a place to stay while traveling or on vacation.What is the personality we want to convey?We want to be seen as an option for people of all ages, not just for younger travelers who are willing to get off of the beaten path that is staying at hotels. We want to be known for having people who have never tried our services before not only try it but come back to Airbnb for all of their travel needs.What media will be used in our campaign?We will be using print advertisements, an experiential marketing opportunity, a 30 second video commercial, as well as social media posts, a company email, and evergreen content.What specific creative guidelines should direct the creation of the advertising?• The print advertisements will outline different options of Airbnb as well as showing members of our target

market doing different activities that could be done in each location. These will be launched in newspa-pers and magazines that are aimed towards an older audience, same as this campaign.

• The experiential marketing opportunity will take place in three strategic airports and will display an mes-sage sponsored by Airbnb that would give some lucky passengers a chance to go on their dream vaca-tions, but they would have to drop their current travel plans and stay in an Airbnb on the trip.

• The video advertisement will focus on an older couple trying an Airbnb for the first time on their trip to Hawaii. This will be air on national news broadcasts, since they are watched by our target market.

• The social media posts and the company email will both focus on the main ideas of the campaign, such as the main aspects of the campaign, as well as what they can get out of the campaign.

• The evergreen content will be 2 pieces of advertisement that are always relevant, no matter when they are seen. This will include Airbnb’s main goal, as well as their catch phrase.

AIRBNB CAMPAIGN 13Creative Brief

14 OFF THE GRID ADVERTISING Commercial Script

INT. HOUSE- DAY

A mom and her son are sitting at the table, talking about the parents up-coming annual trip to Hawaii. Sick of the high hotel cost on top of the

travel costs, this year, their son booked them an Airbnb right on the beach.

SONDon’t worry mom, Airbnb is the way to go these days.

MOMOh I don’t know why don’t we just stay in a hotel like always dear?

SONMom you’re going to save a ton of money, and have more freedom since

you’ll be right in the middle of everything.MOM

I just hope your father and I are able to do what we want to.DISSOLVE TO:

Flash-forwards to the parents arriving at the Airbnb, and as they walk through the front door, they realize how amazing it is, and they transform into kids, wearing the same exact clothes. The Airbnb unleashed their in-

ner child, and they have the best vacation.

Because of the lower cost of staying at a smaller Airbnb, instead of the standard hotel fees, they were able to do everything they wanted to and

more. FADE TO:

It shows them zip-lining through the palm tree forest, snorkeling with dol-phins, and overall enjoying themselves as if they were still kids.

“Unleash your inner child with Airbnb”END SCENE

AIRBNB CAMPAIGN 15Commerical Storyboard

16 OFF THE GRID ADVERTISING Experiential Marketing

In 3 airports across the country (Tampa International Airport, Dallas/ Fort Worth International Airport and Charlotte Douglas International Airport) a dig-ital, interactive billboard will be placed once every 30 minutes displaying the words, “If you could fly anywhere in the U.S., where would you go?”. Travelers would be tempted by the sign and walk up and type in their travel destination. They would then be awarded with plane tickets to that location and an Airbnb booked for up to four people. However, the catch is that you would have to drop your travel plans and get on the next available flight. People would then have to choose accept or decline.

These three airports are the perfect location for this experiential marketing be-cause these three cities have large populations of people older than millen-nials. These older people are the ones who don’t trust the business model of airbnb. By forcing them to drop their plans and trust airbnb to give them an adventure, they are experiencing a trust leap and reinforcing the idea of our campaign “Be free, travel with airbnb”. Displaying this ad every 30 mins in a high traffic area would ensure that there was no line and that different people would see the ad every time.

Collaboration Recommendations

For every Airbnb stayed at during the month of Janu-ary, Airbnb will personally donate $5.00 to the Make A Wish foundation.

Airbnb will partner with Aggie Lal with an instagram page called @travel_inhershoes. She has 861K followers. She frequently travels and is a “lifestyle creative”. She often does sponsored content and features hotels on her page.

Ellen Degeneres, with a massive following base from day time t.v., will promote our Be Free Bucket List Draw, during the month of January. She is going to match the amount of money we make through our campaign for Make A Wish. Ellen has an ability to spread our message to our target audience. She has a busy lifestyle, and her promotion of staying at Airbnb’s while travelling via social media would be advantageous.

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18 OFF THE GRID ADVERTISINGDigital Marketing

Virtual RealityAirbnb will offer online virtual tours of a list-ing before your rent. This will include 360 vision inside the space available. This will gve users a better view of the space. The feature will be avaiable through the app or online.

Photo by Realty Leadership

Search Engine Maximization

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Photo by Realty Leadership

Social Media

20 OFF THE GRID ADVERTISING Evergreen Content

AIRBNB CAMPAIGN 21E-mail

References22 OFF THE GRID ADVERTISING

FOR IMMEDIATE RELAESE Contact: Brianna Mejia Jan. 1, 2018 555-555-4499 briannamejia@airbnb.mail

Do you have a dream travel destination in mind? Travelers in 3 airports across the country- in-cluding Dallas/ Fort Worth International airport, Charlotte Douglas International Airport, and Tampa International Airport- were put to the test when a huge interactive billboard sponsored by Airbnb asked them exactly that.

This interactive billboard is part of Airbnb’s new campaign that will run for the entire year of 2018. The ad appears every 30 minutes in high traffic areas of each of the three airports and one traveler could win up to 4 tickets to their dream U.S.-based destination. This also includes a three-night stay in an Airbnb that sleeps up to four people.

However, travelers who participate must drop their current travel plans and leave on the next flight to their destination. After presenting this fact, the billboard then asks if the traveler will ac-cept or decline this opportunity.

The billboard is part of the “Be F.R.E.., travel with Airbnb” campaign that promotes freedom, ad-venture, and spontaneity. Airbnb wants to reward travelers who decide to live by this ideal.

Airbnb is working closely with their hosts in thousands of cities across the country in order to make this happen.

Visit www.airbnb.com/befree to get see pictures and get more information on the campaign.

References• Business Insider- History of Airbnb• Google Images • Social Dummy • Mail Chimp • Airbnb.com

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