Air BnB World on Tour Campaign

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Problem

Air Bnb has been getting bad press and wants to reestablish the community building aspect of their business to attract new users.

Insight

Music fans will travel to see their favorite bands at music festivals and would travel to other cities to see them in concert as well.

Solution

Using the Airbnb world on tour website people search or browse for bands they love to discover travel destinations and Airbnb rooms according to that band's concert schedules. The music concert discovery app Songkick will partner with Airbnb so that travelers can also be notified if a band they like is traveling to a city they want to visit.

Hosts can also sign up to share their music tastes with Songkick so that travelers going to see live music can search for rooms with people who like the same band.

AirbnB furthur promotes the music community by sponsoring a Mid by Midwest Music Festival in Minneapolis. All of this to help people expand their music community and explore the world.

website portal

website search results

In banner ads people watch a live show that is currently happening somewhere in the world. They can watch in the banner ad, or expanded to full screen for up to 5 minutes. After that they are directed to book their own tour with Airbnb.

Print ads will use the visual language of road trips with state and city stickers spelling out an artists name and connect it back to song lyrics about travelling by that artist.

Print ads will use the visual language of road trips with state and city stickers spelling out an artists name and connect it back to song lyrics about travelling by that artist.

AirbnB will sponsor the first Mid By Midwest Music Festival in Minneapolis and promote it as a community building experience. There will be a contest for 50 people to win airfare and a free stay with an AirbnB host during the festival. Any AirbnB hosts in Minneapolis that have rooms booked that weekend will also receive free passes to the festival so they can attend with their guests if they want.