Airbnb is trying to get more Brits to open up their homes to guests, launching a campaign today (20 October) that has seen it take over the Metro – online and offline with a cover wrap - and MailOnline properties.
The print and digital ads play up heavily on how money made from renting out a spare room can be used for things people care about.
Metro estimates that it will reach 30.6m people in one go with the campaign – 7.6 million ahead of the closest competitor – a third of which will fall into the ‘millennial’ bracket.
Airbnb is the first brand to take over all three properties, winning the opportunity through a Metro-run competition which media agencies had to pitch for.
The publisher was looking to promote its range of cross-selling options with the competition. Airbnb was picked as the winner from over 150 entries received from 15 London media agencies.