Airbnb, the world’s leading community-driven hospitality
company, today unveiled its first-ever global marketing campaign – "Views" – to
showcase the unique perspectives of Airbnb hosts around the world.
The campaign, created by Pereira & O’Dell, Airbnb’s agency of record, and translated internationally by TBWA Worldwide, explores the views of 16 Airbnb accommodations in five countries around the world. It celebrates the local experiences and distinct perspectives possible when traveling with Airbnb from beaches in the US, the markets of Thailand, the fjords of Iceland, festivals in Spain and the English countryside.
Watch “Views” - http://youtu.be/_yfXzD7tnbM
“We wanted to uncover the rare and authentic views of Airbnb listings, while inspiring travelers to broaden their own view of the world,” said Amy Curtis-McIntyre, CMO of Airbnb. “It is a quintessential part of the Airbnb experience for guests to get a fresh travel perspective – through the eyes of the host – and through 'Views' we brought those possibilities to life.”
The campaign includes a 60-second spot directed by Alma Ha’rel, an award-winning film and music video director, and digital ads that lead people to a microsite,www.airbnb.com/views, in their native language to explore bookable listings. Featured listings include a villa overlooking the Indian Ocean, a houseboat with a porthole peek at the Mediterranean Sea, and a Reykjavik, Iceland view of sandy beaches and snow-topped mountains.
The 60-second spot is currently running in cinemas in the US and United Kingdom, and will be seen inflight on Frontier Airlines, starting May 15, and JetBlue Airways, from June 1. The digital advertisements commence May 22.
"It was really important for us to capture the warmth and personality of each listing and their hosts,” said Jaime Robinson, Executive Creative Director at Pereira & O'Dell. “This is an invitation from the many hosts of Airbnb. By standing where hosts stand and looking through the same windows that they do, we can discover so much about places, people, cultures and even ourselves."
The campaign will run in the United States and eight countries across Europe and Asia, including the UK, Germany, France, Singapore, Korea, Japan, China, and Brazil, and across a variety of platforms, including online, mobile, cinema, inflight, and out-of-home (OOH), through early June.
Digital media partners include AFAR, YouTube, BuzzFeed and BBC; mobile partners include Facebook and Twitter; cinema partners include AMC Theaters and Regal Cinemas; and inflight partners include JetBlue and Frontier Airlines.
- CCSP - Brasil - GOLD: Branded Content 2015
- D&AD Pencil: Cinematography 2015
- Clio - Bronze - Film Technique (Cinematography) 2016