Airbnb has launched its largest global brand campaign to coincide with its newly updated app which offers users a range of new features including greater personalisation, travel guidebooks and insider tips.
The ‘Live There’ campaign addresses the growing dissatisfaction and disappointment which has become increasingly associated with modern day standardised tourist offerings. Having identified that travellers increasingly want to experience places as a local would Airbnb’s campaign is aiming to open up the local neighbourhoods for travellers to experience complete with insider knowledge and tips.
The campaign features three TV spots of 15, 30 and 60 seconds, as well as digital, out-of-home, and print creative.
To achieve its new promises Airbnb has revamped its app with a new look and number of new features. Personalisation serves as the focal point for the new app which uses a matching system designed to understand travellers’ preferences before matching them with homes, neighbourhoods and experiences which align with their specifications
Launching with 691 neighbourhoods in 23 cities around the globe the new app will also offer guidebooks, created by Airbnb hosts, to showcase local tips including the best restaurants, bars, attractions and off the beaten track ideas.
Discussing the new focus Airbnb’s co-founder and chief executive, Brian Chesky, said: “The number one reason people chose to travel on Airbnb is they want to live like a local. They don’t want to be tourists stuck in long lines, fighting with the crowds to see the same thing as everyone else.
“Our hosts offer more than just generic hospitality - they welcome travellers from around the world into their communities. Today is the start of an exciting journey to help people not just go somewhere, but truly live there.”