SectorTravel, Hotels and Travel companies
New global branding campaign takes the tourist out of travel
In its largest global branding effort to date, Airbnb is positioning the travel experience offered by its community as living like the locals do. A new commercial from TBWA\Chiat\Day encourages people not to travel to cities like Paris, New York or Tokyo but to "Live There." The company has emphasized the local authenticity offered by its hosts in past campaigns, and most recently showcased unique options for the more adventurous traveler, including an underwater room surrounded by sharks and, in a cross-promotion for Disney’s Jungle Book, a treehouse. In addition to the TV spots, the campaign includes digital, out of home and print. An updated app offers new personalization options and guidebooks curated by Airbnb hosts.