Airbnb is a vacation home rental and experience provider. Travelers are able to book a variety of different homes and experiences around the world. Users can choose whether they prefer an entire home, a private room or a shared space. Travelers are now able to book experiences through the site as well such as “play soccer with locals in Barcelona” or “History Cycling Tour in San Francisco” Overall Airbnb wants travelers to experience cities as if they were actually locals. Airbnb’s logo “Bélo” means “to stand for something much bigger than travel”.
Airbnb is unique from its competitors like hotels because they give tourists the chance to experience a more local and unique atmosphere than that of a hotel. Airbnb is able to stand out from other vacation home rental companies because they offer the chance to book unique excursions and experiences. Airbnb is also the only vacation rental company that allows guests to choose between a private room or a shared space in addition to an entire home.
The target goal is to showcase how Airbnb can make anyone belong anywhere or make you feel like a local.
The campaign slogan or single minded proposition is “Don’t Stick Out Like a Sore Thumb. Airbnb, Belong Anywhere.” The campaign is poking fun at obvious tourists at the same time as it's highlighting how booking with Airbnb can let you experience the place you're visiting like a local. The ad is also in keeping with Airbnb’s tone of voice which is modern, simple and easy going. The campaign targets Airbnb’s audience which is mostly millennials and people who feel comfortable using technology to book vacations. They are targeting people who are interesting in engaging with the local culture of the place they are visiting.
Airbnb’s positioning is unique because its somewhere between a hotel and a travel agency. Some of its competitors are companies that provide travel arrangements and exursion bookings such as EF College Break or Student Universe. However Airbnb has the advantage in that both of those competitors are targeted specifically at college students. Airbnb is also able to be positioned as either luxury or more affordable because of the variety of listings. However it is generally considered more affordable than hotels. -
The deliverable is a print ad with the ability to turn into a full blown campaign around the tagline “Airbnb, belong anywhere.” The first ad is “Don’t stick out like a sore thumb.” More ads with similar common sayings such as “Nobody wants to be a fish out of water,” etc. could be made if the first is was successful.