Airbnb has appointed TBWA\Chiat\Day Los Angeles as its global advertising agency following a competitive pitch.
“We’re delighted to be working with TBWA\Chiat\Day, one of the truly great global agencies, at one of the most exciting points in our history,” said Jonathan Mildenhall, Airbnb’s CMO. “The team rose to our challenge to find incredibly creative and authentic ways to connect with our community around the world, and we can’t wait to see what the future holds."
The pitch saw agencies asked to work with Airbnb to help create the world’s first community-led hospitality company and show people across the world what it means to belong anywhere.
Stephen Butler, chief creative officer, TBWA\Chiat\Day LA, called the appointment a “unique opportunity to watch history being made”.
He added: “Airbnb is at the forefront of a social revolution. As a brand, Airbnb is not only changing the way we travel but also the way we relate to one another. Airbnb is breaking down our preconceptions daily of what it means to belong in the world today.
“Airbnb will not only have an impact on us as an agency, but on our existing clients too. It will excite us to better ways of thinking and better ideas for the great brands we work for. Its impact will be immeasurable.”
Airbnb says it selected TBWA due to its rigorous and inventive strategy, proactive creative and understanding of the brand’s purpose and potential. Though led by TBWA\Chiat\Day Los Angeles, TBWA\Paris and Lew’Lara\TBWA in Brazil also contributed as well as TBWA\London and TBWA\Singapore, who already work with Airbnb in Europe and Asia Pacific.
The first work for Airbnb from TBWA\Chiat\Day LA is scheduled to break towards the end of 2014, focusing on the US, Asia, Latin America and Western Europe. The advertising push follows the launch of Airbnb’s new brand identity created by London-based DesignStudio in July of this year.