Airbnb has become the latest high-profile brand to pledge its backing to Do It Day, The Drum’s endeavour to prove that marketing can change the world in just 24 hours.
Now in its second year, Do It Day is a global event which brings together some of the world’s biggest brands with creatives from the UK, US and beyond to solve real-world challenges, and make a difference to crucial causes, in just one day.
The accommodation sharing startup wants to use Do It Day as a catalyst to boost long-term local tourism, and in turn develop local economies, in the locations where it has listings.
As Airbnb makes it possible for any home to be turned into accommodation, it has a footprint in many locations traditionally considered off the beaten track. Its 300,000 listings in France, for instance, are spread across 17,000 towns, which it says is double the number of towns compared to traditional hotels.
So at Do It Day, it will call on the marketing industry's brightest minds to develop a toolkit which it can distribute to its hosts to help them build their local travel destination ‘in an authentic way vs cruise ship tourism’.
The first step on that journey will be Plan It Day in London on 29 September, where people from all walks of the industry will work in teams to dream up ideas in response to the brief. The best ideas will then go forward to Do It Day on 10 November, when they will be put into action for real in just 24 hours.
Airbnb is one of 17 major organisations that has posed problems for the industry to solve on Do It Day, with IBM, Amnesty International and NSPCC among others setting challenges.
Highlights of last year’s Do It Day included the industry planting an entire forest in a matter of hours and building the BeWorthwhile app which is on course to reinvent volunteering for charities. You can see more in our video below.
Head to doitday.thedrum.com, pick your challenge, and let's make the world a better place