Cannes-Do Festival Banner

By Shawn Lim | Reporter, Asia Pacific



Sponsored article

This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

Find out more

December 11, 2019 | 1 min read

Airbnb has launched a new campaign in China that aims to attract the younger generation to experience and trace their traditional cultural roots.

The campaign’s film, titled “Lost & Found” and created by Mother, gives an overview of some of the 40 intangible cultural heritage (ICH) experiences that Airbnb is bringing to the Chinese cities of Beijing, Chengdu, Guangzhou and Qiandongnan

According to Airbnb, it hopes the campaign will bring new meanings, perspectives and energy to Chinese cultural heritage, empowering the sustainable development of cultural preservation in China.

It added that the film pairs specific elements of ICH and young travellers in the four cities. The films end with the hope of "reconnecting with the traditions of the past, which is a journey from lost to found begins now."

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

“Our mission at Airbnb is to bring people together, sharing experiences and building communities. It’s worrying that as generations pass, culture gets forgotten. This film is our contribution to help culture be remembered,” an Airbnb spokesperson said.

Airbnb: Lost & Found by Airbnb and Mother

Overall Rating 5/5

Vote now
Advertising Brand

Content created with:

Airbnb is an American company which operates an online marketplace and hospitality service for people to lease or rent short-term lodging including holiday cottages, apartments, homestays, hostel beds.

Find out more

More from Advertising

View all