Airbnb unveils birdhouse exhibition inspired by host spaces in first ever marketing campaign
Airbnb, the community-driven hospitality company, has worked with artists to create a series of intricately carved birdhouses modelled on real homes offered on its website as part of its first ever integrated marketing campaign.
Developed by Pereira & O’Dell San Francisco, the campaign has been titled ‘Every Traveller Needs a Home’ and has taken a creative spin on travel to offer the ultimate home experience to the ultimate traveller – migratory birds.
The company worked with a team of 50 artists to create the birdhouses, which have been hung from Audubon Park’s Tree of Life in New Orleans as part of an exhibition running until 22 December.
At the heart of the campaign is birdbnb.com, a dedicated website which shows all of the birdhouses along with their original listing on Airbnb.com. It also houses a short documentary-style film which shows how the artists crafted the birdhouses.
"We created these birdhouses inspired by real Airbnb homes and the accompanying film as a metaphor for the hospitality about which our company is built: Our hospitality is completely individual and designed by our hosts who know that making people (or birds!) feel at home anywhere in the world comes from warmth, intuition and an attention to detail," said Amy Curtis-McIntyre, CMO, Airbnb. "We love the world's real travellers and this is an invitation to travel in a new way."
The campaign has also rolled out across TV, in cinemas and online with media partners including Travel Channel, Afar, Gawker, Huffington Post, BBC, Dwell, Brit + Co and Lonely Planet.
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Pereira & O’Dell
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