Building the Air BnB brand

I love AirBnB. I love the brand for the sense of global community it builds. One of my favourite PR campaigns to date was Air BnB’s floating house. This stunt brightened up London’s grimey grey Thames and the public responded to this sweet domestic symbol with glee. The marketing team behind this campaign spoke at an event last night called How the travel sector is targeting millennials (and I think we’d all agree that Air BnB are hitting the bulls-eye).

Their marketing strategy was to be agile, but realistic, and they recognised that (for them) a good PR stunt would result in the most reach for the least amount of spend. The result was 200 million social impressions, 350 pieces of coverage and the traffic on that day actually broke Air BnB’s site… Needless to say it made waves (!)

aibnb

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