The Drum Awards Festival - Official Deadline

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By Justin Pearse, Managing Director, The Drum Works

May 5, 2016 | 2 min read

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To celebrate its win of the inaugural Most Meaningful Brand award in The Drum's Marketing Awards, Airbnb EMEA marketing director Alex Dimiziani discusses what being a meaningful brand means to the company and her customers.

Airbnb campaign

Airbnb was voted the Most Meaningful Brand in a reader poll conducted by Havas Media Group and The Drum, with Sainsbury's and John Lewis runners up at this week's The Drum Marketing Awards.

The shortlist for the Meaningful Brand of the Year award was drawn up using data from Havas Media Group's established and robust Meaningful Brand Index in combination with insight from The Drum’s research and editorial teams.

Havas Media Group’s Meaningful Brand Index is built on an in-depth consumer study, ranking brands based on their contribution to the well-being and quality of life of consumers.

The Drum brought together Paul Frampton, global MD, Havas Media and Airbnb's Alex Dimiziani to discuss how Airbnb has built its brand success around being a truly meaningful brand to its community.

​In the film,Dimiziani explains how the brand's mission to increase cultural empathy and decrease cultural boundaries is at the heart of everything it does.