Airbnb builds its brand in Asia

Airbnb in Singapore.
Airbnb in Singapore.

A campaign in Singapore is the latest move in a three-month marketing initiative

SINGAPORE — As part of a global rebranding effort, Airbnb is launching a broad out-of-home campaign here in hopes of capturing a slice of the year-end booking season while highlighting its refreshed logo.

Posters plastered on select MRT stations and trains on the city’s busy East-West line highlight the rental service’s travel experiences via the use of vivid photography. Airbnb has also used bus shelters and multiple digital channels including display networks and social media.

The OOH campaign, developed by TBWA Singapore, will run for a month and is part of a broader three-month marketing initiative.

In May, Airbnb launched its first global campaign across nine markets including Singapore, South Korea, Japan and China, on digital and mobile platforms. The campaign ran on AFAR, YouTube, Dwell, Lonely Planet, BBC, Facebook, Twitter and Buzzfeed. This was a considerable departure for a brand that had typically relied on direct response and Facebook ads to market itself.

The holiday rental site is seeing record growth in Asia. Airbnb said it has "far more than doubled" the number of Airbnb travelers out of Singapore in the last year alone.

"Singapore travelers are savvy and are increasingly seeking out unique local experiences," said JJ Chai,Airbnb’s regional director for Southeast Asia. "Campaigns like this one help to showcase the variety of unique accommodation options provided by us."

Other Asian countries are also doing well for Airbnb. Business in South Korea, for example, has grown more than 400 percent in terms of outbound travellers using Airbnb, and 300 percent in inbound. The inbound numbers are even higher for Japan, which saw 400 percent growth. China, though, remains the prized jewel, accounting for the largest share of global tourism.

Airbnb recently showed its commitment to the region by hiring Unilever executive Matthias Schuecking to lead marketing efforts for all of Asia-Pacific.  

This story first appeared on

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