Airbnb, in alliance with Disney and Bear Grylls, has launched an exceptional advertising campaign. The campaign exposes a range of unique and diverse accommodations available on their platform.
This marketing initiative, named “Love This. Live There”, kicked off as one of the inaugural ventures of 2016. The campaign is a strategic element in Airbnb’s blueprint, orchestrated by Jonathan Mildenhall, the company’s Chief Marketing Officer. The objective is to elevate Airbnb’s brand recognition and position the brand as one of the dominant global superbrands of the decade
Airbnb’s Exciting Campaign
The “Love This. Live There” campaign is an exciting endeavor that takes a deep dive into Airbnb’s intriguing offering of accommodations. It’s not your standard advertising; it aims to offer viewers glimpses of stays that are off the beaten path, yet immensely inviting.
In Partnership with Disney and Bear Grylls
Collaborating with big names such as Disney and Bear Grylls adds a layer of intrigue to the campaign. Disney’s magic combined with Grylls’ adventurous spirit amplifies the unique selling proposition and reaches a broader audience.
Showcasing Unique Accommodations
The campaign highlights a variety of accommodations, from the ordinary to the extraordinary. Airbnb is known for offering a plethora of unique stays, and this campaign underscores that trait. Viewers can glimpse everything from quaint country cottages to luxurious private islands.
The Strategy Behind The Campaign
The genius behind this campaign is Airbnb’s Chief Marketing Officer, Jonathan Mildenhall. The “Love This. Live There” campaign forms part of his broader strategy to bolster Airbnb’s brand visibility.
Aiming for Global Superbrand Status
One of Mildenhall’s key objectives is to nurture Airbnb’s position as a leading global superbrand. Airbnb doesn’t just want to be another name in the hospitality segment; it is looking to elevate its status to be a brand that resonates with consumers around the globe.
‘Love This? Live There’: A Journey into the Extraordinary
Airbnb has always aimed to tap into the emotional aspect of traveling. They encourage their users to seek accommodations that not only provide a place to rest but also serve as a unique travel experience in and of itself.
Since its inception, Airbnb has capitalized on the unique appeal of its property listings. Ranging from medieval castles and idyllic lighthouses to quaint windmills, exotic treehouses, and secluded private islands, these accommodations have not only caught the eye of travelers but also garnered significant media attention.
The latest ad campaign continues to celebrate Airbnb’s diverse listings. It includes two promotional videos – one featuring a clip from Disney’s upcoming movie “Jungle Book”, and the other showing footage from Bear Grylls’ popular series “Man Vs. Wild”.
These videos showcase real Airbnb properties. One is a treehouse, and the other a private island. They offer a lively and engaging way to promote Airbnb’s offerings, providing a stark contrast to the previous year’s more solemn “Mankind” campaign.
Mildenhall explains the campaign as a way to spotlight some of the more unusual accommodations on Airbnb – be it treehouses, islands, ski chalets, or beachside homes. These are accommodations that inspire curiosity and are adored by travelers.
The creative flair of this advertising campaign permeates Airbnb’s digital presence as well, especially on their website. They’ve masterfully designed exclusive landing pages to amplify the reach of the campaign, strategically offering a substantial discount (in dollars, pounds, or euros) on all treehouse bookings.
This unique feature of the campaign serves the dual purpose of promoting the range of captivating treehouse accommodations available on Airbnb’s platform, while incentivizing potential customers with enticing discounts.
Moreover, the campaign continues to maintain its global appeal and relevance with the planned release of additional video ads throughout the year. These ads will be localized, released in multiple languages, and audiences in various countries. This strategy aims to encourage more people to immerse themselves in extraordinary experiences in exotic locales, enhancing Airbnb’s overall brand visibility.
The campaign’s efforts extend beyond simply enhancing brand awareness. With a foothold in the vacation rentals market, a traditionally steady segment, Airbnb recognizes this area as a key driver for its future growth. By tapping into this market segment with their unique offerings and a dynamic digital campaign, Airbnb aims to further permeate the vacation rentals industry.
Conclusion
Airbnb’s “Love This. Live There” campaign embodies its innovative spirit and commitment to offer unparalleled travel experiences. Showcasing unique accommodations in an engaging manner, while strategically leveraging partnerships and targeted promotions, the campaign strengthens Airbnb’s brand image and market position. It reinforces Airbnb’s status as a forward-thinking brand that not only connects travelers with accommodations but also enriches their journey with memorable experiences.
