Creative Brief for Airbnb
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Creative brief for airbnb
BUSINESS OBJECTIVES
To influence people’s concept about travel, increase brand awareness and expand market share
Role of the communication
- Transform people’s concept about travel from cookie-cutter routines to living like locals.
- Attract people to try a different experience of traveling by using Airbnb’s service
target audience
- Millennial travelers who are sick of traditional cookie-cutter traveling routines and wish to experience the real life of the local
- Millennial hosts who are open and accommodating, like to help and share their local experience
MAIN SELLING POINT
Airbnb offers an innovative, different traveling experience, helps a traveler to live like a local, feeling connected and belonging
reasons to believe
- Airbnb’s official app offers services which feature on helping customers to live like locals: “Get to Know Neighborhoods” is a matching system that enables customers to book in a preferred neighborhood; “Bespoke Matching” gives personalized recommendations based on a user’s interest; “Guidebook” showcases the restaurants and places that the locals prefer
- Airbnb hires local influencers to give real-time advice to travelers on social networks
DESIRED RESPONSE
“I feel a sense of belonging. I feel like I’m not a traveler but a local who lives in this community. I feel welcomed, respected, trusted and appreciated for who I am. I love to travel on Airbnb.”
BRAND PERSONALITY
Belonging, warm, trustable, connected and helpful
Opinion: