Airbnb Creative Concept & Execution 1
Airbnb Final Creative Concept & Execution
Taylor C. Haas
West Virginia University
Airbnb Creative Concept & Execution 2
Table of Contents
I.
Executive Summary
3
II.
Brand Background
4
III.
Target Audience
6
IV.
Strategy Statement
8
Creative Brief
9
Conceptual images
10
VII.
Tag Line
13
VIII.
Print Ad
14
Television Commercial Storyboard
16
Art Direction memo for blog
18
Integrated Marketing Communications Content Proposal
21
References
24
V.
VI.
IX.
X.
XI.
XII.
Airbnb Creative Concept & Execution 3
I. Executive Summary
The American leisure travel industry is profoundly lucrative, considering
American’s spent over $621.4 billion on both domestic and international excursions in
2013 (The US Travel Association, 2014). During travel, Americans have listed their top five
purposes for tourism as: visiting relatives, shopping, visiting friends, fine dining, and
visiting beaches (The US Travel Association, 2014). Despite the well-established hotel and
accommodations industry in the United States, smaller, start-up companies like Airbnb
have altered the definition of travel.
In a CBS News interview, Peter Greenberg discusses the phenomenon that Airbnb
has placed upon the accommodations industry, calling the brand a “huge game changer”
(CBS News, 2015). Just last year, Airbnb booked over 37 million room nights on its own
which equated to be 1/5th of what Intercontinental Hotel Group booked (CBS News, 2015).
Airbnb is changing the mainstream hotel’s bottom line, offering rental accommodations
that include everything from Winnebago’s to castles.
Typically, Airbnb attracts a customer base that can be generalized into two
segments; hosts and guests. Guests are either personal or business travelers, mostly young
with an average age of 35, educated, single, and affluent. The average customer base for
Airbnb follows the 80/20 rule; 80% of user activity and stays are accounted from 20% of
all Airbnb users (Moore, 2012). The collaborative or share economy, that Airbnb can be
classified as a part of, attracts a primary user demographic of 51% women, where the
Airbnb Creative Concept & Execution 4
majority lies between 18-34 years of age, they are more likely to be single, and are mostly
from urban areas (MarketingCharts, 2014).
While the primary customer for Airbnb has generally been a younger, educated,
single personal traveler, the purpose of the campaign is to creatively attract an older, more
affluent customer to Airbnb as to gain their loyalty through their retirement years.
Today, the average age of the retired American is 62 years of age, and this age
cohort accounts for 80% of all luxury travel purchases in the U.S. (Statistic Brain, 2014).
According to AARP, Baby Boomers will become active travelers in the coming years,
anticipating they will take an average of 4-5 trips in 2015 alone (Kulwicki, 2014). The most
enticing characteristic about this particular target user is that baby boomers spend $157
billion on traveling each year (Gerber, 2013).
In conclusion, baby boomers create the perfect prospective target consumer for the
Airbnb campaign because of their potential to spend on domestic travel in the immediate
years to come. The campaign aims to engage the Airbnb brand with baby boomers who
plan to travel with an inspiring, smart and exciting approach.
II. Brand Background
Airbnb is an online and mobile community marketplace for people to rent and list
unique accommodations in the United States and in over 190 countries around the world
(Airbnb, n.d.). Founded in 2008 by Nathan Blecharczyk, Brian Chesky and Joe Gebbia, the
brand functions to provide ease in connecting “people to unique travel experiences” while
also making it feasible for others to monetize, showcase, and rent their extra space (Airbnb,
n.d.).
Airbnb Creative Concept & Execution 5
Airbnb is a startup company whose success is based off of excellent customer
service and a unique idea. Factors such as the rapid change of the social landscape that
created a more lax sense of privacy, America’s recent recession that forced people to be
frugal with spending money, and finally Airbnb’s highly developed IT allowing for easy,
simplified payment between host and guest allowed the brand to boom with success. Quite
simply, Airbnb provides a simple service for travelers to search accommodations at their
destination of choice through high quality photographs, ratings and comments, all while
offering a secure payment system.
Airbnb gets paid in two ways. First, the guest pays the host for their stay and Airbnb
acts as a liaison between the parties, making their profit from a 6-12% guest service fee
they use to “run the website”. Second, Airbnb charges a 3% host service fee to cover the
cost of processing guest payments (Airbnb, n.d.). Airbnb’s purpose in providing their
service to travelers and hosts is primarily to ensure simple, yet secure payment, as well as
to deliver a sense of trustworthiness, respectability and safety.
Airbnb belongs to a bourgeoning segment of the U.S. marketplace called the sharing
or collaborative economy. In light of the U.S. housing bubble bursting, lower disposable
income among younger generations and the introduction of new apps and technology,
share brands are becoming the trendy and economical choice. “The sharing economy
(sometimes referred to as the peer-to-peer economy, mesh, collaborative economy,
collaborative consumption) is a socio-economic system built around the sharing of human
and physical resources” (Morgan, 2014).
Airbnb is a progressive and forward thinking Internet accommodations service that
connects people based on their travel needs and willingness to rent out their unused
Airbnb Creative Concept & Execution 6
spaces. “Airbnb is about so much more than just renting space,” says founder Chesky, “It’s
about people and experiences. At the end of the day, what we’re trying to do is bring the
world together. You’re not getting a room, but a sense of belonging” (Helm, 2014).
Airbnb has seen over 25 million guests and has over 1 million listings in over 190
countries (Airbnb, n.d.). In the past, Airbnb has seen marketing success through the
concept of storytelling; the brand illuminates the affordable, memorable, and unique
experiences customers have had in hosting and traveling with Airbnb.
III. Target Audience
The audience targeted in the Airbnb campaign is not the average American
consumer, yet they represent a sizeable and lucrative segment of American society
today. In fact, the “Baby Boomer” generation surpasses any of its predecessors in
distinctiveness and will leave much for the following generations to live up to.
Considered to be “the most valuable generation” by a recent Nielsen study, baby
boomers are positioned to account for half of the U.S. population by 2017 (Huffington
Post, 2012). Beth Brady, global head of Nielsen Marketing, commented that baby
boomers are redefining age, “They grew up in the age of consumerism. Their sheer size
helped define brands; they’re rebellious” (Huffington Post, 2012). Brady concluded the
study by prompting brands that “This is not your grandma”.
Despite the $2.1 trillion in estimated spending power, baby boomers are still poised
to be spend-conscious consumers (Williams, n.d.). This particular age group is active
and has redefined the retirement years; they tend towards the unique, but still place
high value on familiar accommodations that make travel comfortable (Williams, n.d.).
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Perhaps the most profound characteristic that baby boomers see of travel is that it’s a
necessity, rather than a luxury.
These defining characteristics of the baby boomer generation make this particular
group of American society incredibly sought after for Airbnb’s campaign because they
value unique experiences while still regarding the familiar comforts of home.
Additionally, because this particular target consumer perceives travel and exploration
as an essential part of this stage of life, the Airbnb campaign can be perfectly tailored to
these adventurous desires.
A Day In The Life of The Potential Airbnb Customer
Meet John and Betsy. Both are near retirement at the age of 62 and spend most of
their time planning for future travel excursions. They hail from the suburbs of Philadelphia
and have raised a family of four, who are all grown with their own children. Betsy is an
elementary school teacher and John has been extremely successful in his own career of
construction consultation.
It’s a Friday evening and the two have just returned to their home from work. Their
home was finally paid off on their 30-year mortgage plan, and the couple now has more
time and money to put towards their travel ambitions. John and Betsy sit down together
after dinner with their iPad and begin to research their next destination, Vermont. The
couple is hoping to find some unique and decent accommodations that have a rustic
Vermont touch, perhaps even a bed and breakfast. The only problem is that sometimes,
they don’t like bed and breakfasts. They like the comfort and personal touches of being in a
home, but sometimes don’t like to be stuck to schedules that might limit their plans.
Airbnb Creative Concept & Execution 8
Additionally, they really appreciate privacy, making bed & breakfast options somewhat less
attractive.
Despite their reservations about certain accommodations, they peruse bed and
breakfast websites, enlist the help of friends on Facebook, and search deal sites like
Expedia, just for the comfort in finding low prices.
Later that evening, John and Betsy see a television ad for Airbnb. The commercial
gave information about how Airbnb worked and most importantly, about how staying with
Airbnb provides a memorable and unique experience without the feeling of being in a hotel
or bed and breakfast. The two quickly prompt the Airbnb website on their iPad and iPhone
and spend the rest of the evening searching accommodations across the country. Planning
for more travel experiences, beyond their original Vermont destination.
The solution to John and Betsy’s problem is a set of creative marketing
communication efforts focused on educating the target audience of retired or near-retired
folks about the benefits of using Airbnb to book their accommodations. The campaign
purports to educate about the exceptional benefits of Airbnb and the unique experience
attached to choosing Airbnb hosts.
IV. Strategy Statement
The advertising will convince American’s from the baby boomer generation (ages
50-70) that have any future plans to travel, that Airbnb is a comfortable and unique
accommodations experience when traveling. The support will be told through inspiring
stories that highlight Airbnb as a rare and exciting opportunity to explore new places in a
more relaxing and comfortable manner. The tone will be friendly, smart and inspiring.
Airbnb Creative Concept & Execution 9
The Airbnb brand voice is lax, yet exciting; and smart while also stimulating. The
brand’s persona should provoke feelings of curiosity, excitement, and warmth that
encourage the particular target market to research into staying with Airbnb. Ultimately, the
campaign’s tone should make this particular target group consider Airbnb as a viable and
unparalleled option. Airbnb should be personified as the casual adventurer; a regular
friend who adds excitement to their life by traveling under exhilarating circumstances.
V. Creative Brief
Why are we advertising?
We are advertising to create relationships with the baby boomer generation as they
reach their retirement years and have more time to travel.
Whom are we talking to?
We’re talking to Americans from the baby boomer generation that plans to travel,
whether long-term or short-term, immediately or in the future.
What do they currently think?
They may either not know of Airbnb as an accommodations option, and/or they are
skeptical about staying in a stranger’s home. Additionally, they may believe that by
booking with Airbnb, it’s necessary to book a room where the renter or owner will also
be present.
What would we like them to think?
We would like them to think that the idea of staying in someone’s unique space while
traveling is exciting and comfortable when booking through Airbnb. Also, Airbnb
provides many options for renting, such as choosing to stay where the owner will or
will not be present.
What is the single most persuasive idea we can convey?
Airbnb is an exciting and comfortable experience.
Why should they believe it?
Airbnb offers many unique spaces across the world, there will always be options for
Airbnb Creative Concept & Execution 10
choosing the perfect space, even if it’s just for one night.
What is the personality we want to convey?
We want to convey a realistic, yet exciting personality. We want Airbnb to be that really
down-to-earth friend we envy for their lax attitude, excitement and curiosity for life,
and unique stories. Also, we want to convey that Airbnb is all about options and unique
experiences that provide comfort while traveling.
VI. Conceptual Images
Airbnb Creative Concept & Execution 11
Airbnb Creative Concept & Execution 12
The conceptual and representational images selected for Airbnb’s campaign aim to
resonate with the creative strategy and brief by providing an ambience and tone of comfort,
excitement and familiarity. The colors in the two different types of imagery provoke two
different sensations; first they are very serene and create a comfortable and loving mood for
those viewing it. Secondly, bright and exciting imagery purports to create a stimulating mood of
inspiration.
As mentioned, the tone of the Airbnb campaign is friendly, smart and inspiring. The
goal is to motivate members of the baby boomer generation to feel curious about staying
with Airbnb while comfort is reassured through the images of people and places in the
advertisements. The images will include smiling couples in different Airbnb locations that
are chosen for their ambience and feel. The spaces should be colorful or romantic, while
showcasing the fact that they are Airbnb accommodations.
Airbnb Creative Concept & Execution 13
The mood should be exciting, lustful and romantic. The goal of the images in the
Airbnb campaign is to provide assurance to this particular target group and make them feel
inspired by the happy couples in the pictures. For example, a romantic mood can be
displayed by the warm embrace a couple endures while on their Airbnb rental’s lake front
porch, or excitement through color and smiling faces. Whether the images in the
advertising show romanticism or excitement, the people in the photographs should make
the viewer feel as though they are looking at friends, or even themselves.
VII. Tag Line
“Go Ahead. Go.”
The tagline chosen for the Airbnb campaign aims to evoke feelings of excitement,
inspiration and necessity. To appropriately connect with the potential target market during this
campaign, an understanding of why this tagline is so appropriate is critical for success. The
brand archetype is cohesive and consistent with the tagline.
The archetype explained. For the campaign, the Airbnb brand will take on the archetype
of “The Regular Adventurer”. The Regular Adventurer is the average baby boomer that allows
themselves to be awakened by new and unique experiences in their travel itineraries. The
Regular Adventurer does travel often, but carefully considers his or her stay based on the
common comforts of home. Airbnb caters to The Regular Adventurer by resonating with certain
Baby Boomer generation ideologies and beliefs by focusing on exploration and the feeling of
being “forever young”. A generalizable characteristic with youth is the ability to experience new
things often. Airbnb evokes these feelings of newness and curiosity to The Regular Adventurer
by allowing an escape from the ordinary. The tagline, “Go Ahead. Go.” communicates that the
Airbnb Creative Concept & Execution 14
brand recognizes the needs and wants of the target consumer and ensures trust by generating an
exciting, yet secure and commonplace tone.
The tagline communicates excitement and comfort because the campaign focuses on
communicating to baby boomers about taking an interesting leap of faith in their travel
accommodations. Additionally, the tagline communicates security and trust.
VIII. Print Ad
Generating interest from the lucrative 50-70 year old American consumer means
reaching out through the top magazine publications. In particular, AARP The Magazine
ranked as the number one consumer magazine in the United States in 2014 with over 22.8
million paid and verified readers (Lulofs, 2014). While many immediately associate AARP
with retirement, the strategy behind choosing this particular publication lies in its
widespread reach to 37 million Americans aged 50+, making the breadth for the Airbnb
print advertisement quite extensive. A study by the National Center for Policy Analysis to
investigate spending habits of baby boomers reported that this particular American
generation is nowhere near ready to retire (Touryalai, 2012). Taking this into
consideration, the choice to advertise with AARP The Magazine lies in the potential to reach
the 50+-consumer market, rather than the associating baby boomers with retirement.
According to the AARP, their target reader demographic is the biggest of all of the
American adult population at 43% (AARP, 2012). Baby boomers are a lucrative and
massive market that accounts for nearly half of all consumer expenditures, or $2.9 trillion
in annual spending. This particular target consumer is entering a profound stage in their
life where they are looking to embark upon a number of new purchase decisions that are
Airbnb Creative Concept & Execution 15
driven by age and lifestyle (AARP, 2012). Therefore, reaching out to this group through
AARP The Magazine provides Airbnb the opportunity to reach a large number of
consumers within this generation who are ready to attend to their own life stage desires,
meaning they’re ready to spend their discretionary income on new, life enhancing and
rewarding experiences.
Airbnb Print Ad:
The print advertisement designed for the Airbnb campaign will aim to inspire the
target consumer to escape their normal routines by using Airbnb for their travel plans.
The visual design elements such as the bright colors, cheerful imagery and sans serif
typography should elicit feelings of excitement and passion in the viewer. The bold
Airbnb Creative Concept & Execution 16
fonts are cheerful yet sophisticated, communicating the Airbnb brand character. The
location of the copy draws the viewer down to the Airbnb logo to incite curiosity in the
brand. The feelings conveyed by the visual design elements convey practicality,
sophistication and vivaciousness. Finally, by choosing the reputable AARP The
Magazine to showcase this advertisement, Airbnb is reflected as trustworthy and useful
to this particular generation.
IX. Television Commercial Storyboard
X.
Airbnb :30 Second Television Commercial Storyboard
Topic: Airbnb “Discover the Adventure”
Main message: Discover the adventure in booking with Airbnb.
Creative idea: Show a couple arriving at their Airbnb location, showing their elation
when they realize how amazing their accommodations are, convey comfort and ease
in booking while gaining a unique and life-enhancing experience.
Time: :00
Visual: Close-up of cell phone, text
message conversation between renter
and couple. “We’ll be there in ten
minutes”. “Great, see you soon.”
Audio
Upbeat yet mellow background music,
SFX of text message arriving.
Time: :03
Visual: Medium close-up of couple in car
from behind, looking through the
windshield from inside of the car.
Zoom to woman, looks up from phone.
Couple looks worried and skepticism
clearly is an issue.
Audio (Music, Effects, Script):
Woman: “It should be right up here at
the end of the street.”
Airbnb Creative Concept & Execution 17
Time: :06
Visual:
Long shot of couple in car arriving at
their mundane location.
Zoom to numbers of residence “10365”
Audio (Music, Effects, Script):
Time: :09
Visual:
Long shot of couple exiting their vehicle.
The man grabs two bags of luggage from
the trunk. They walk to the high, opaque
fence and knock.
Time: :014
Visual:
Zoom to medium-close up of woman and
man. Man has a concerning expression
as he looks at his wife. Wife shrugs
shoulders and bites lip.
Audio (Music, Effects, Script):
Time: :017
Visual:
Long shot of gate being opened, a
welcoming and jubilant woman behind
the gate.
Audio (Music, Effects, Script):
SFX: birds and waves in background.
Man: “This is it?”
Woman: “Yep, let’s go.”
SFX: Car doors opening and closing. The
trunk opens and closes.
Knock on wood gate.
Audio (Music, Effects, Script):
SFX: Nature, waves and birds in
background.
SFX: Noise of gate opening.
Time: :19
Audio (Music, Effects, Script):
Visual:
Medium close-up woman and couple,
Home owner: “You must be Jeff and
woman tells couple to come in. They all
Barb. Please, come in”
enter the corridor, inundated with
gardens, big tropical palms, and an ocean
view.
Time: :21
Audio (Music, Effects, Script):
Airbnb Creative Concept & Execution 18
Visual:
Close-up of woman and man entering
botanical corridor from behind. Zoom
around to front to see the amazement of
their faces. We hear the homeowner
explain the area.
We can visually see the couple’s mood
change from worried to excited.
SFX: nature, birds, ocean.
Homeowner: “Make your way back here,
you’ll be staying in this cottage. If you
need anything at all, please don’t
hesitate to call. I hope you enjoy!”
Time: :23
Visual:
Long shot of couple entering cottage and
seeing their accommodations. The
cottage is bright and colorful, with open
doors to an ocean view.
Audio (Music, Effects, Script):
Time: :25
Visual:
Extreme long shot of couple exiting
cottage and running down the stairs,
over the dunes to the beach.
Audio (Music, Effects, Script):
Time: :28
Visual:
Long shot of couple in cottage watching
the sunset.
Airbnb Logo appears on screen.
Audio (Music, Effects, Script):
Man: “This…This is incredible”
VO (Woman): We needed a place to stay
for the weekend. We got a romantic
adventure and all the comforts of home.
SFX: Nature, waves, birds.
VO: “Airbnb. Discover the adventure”.
XI. Blog
In an effort to provide clarity about Airbnb’s services to the 50-65 year old
American target consumer, a blog will be used to communicate the practicality and
usability of the website and overall service. While a majority of the target consumer may
Airbnb Creative Concept & Execution 19
not know about the services Airbnb offers or may feel skeptical about renting someone’s
space through a website, a blog serves as a ‘comfort zone’ for curious and potential
customers to learn of others experiences in booking with the brand. The domain name for
the blog will be www.AirbnbStories.com; headlined with “Discover the Adventure”.
The blog’s content be written and edited by Airbnb staff and will include stories
from Airbnb guests and renters about their experiences. The plan is to include stories from
people in this particular age group as to provide comfort and clarity about the concerns
and emotions of renting with Airbnb that the target consumer may have. All Airbnb stories
featured on the blog will be honest, real-life stories that inspire readers to travel more
often and use Airbnb for accommodations during their adventures.
The visual design of the Airbnb blog should be consistent to the brand’s already
established website with color choice, large and vivid imagery, and stylistic typography.
The visual design of the website will include a large high-quality hero image featuring the
most recent travel story, allowing click through to the story. The Airbnb logo will be
dominant in the left corner of the screen and creates the color scheme of the blog. The logo
also helps to establish the blog’s casual and comfortable atmosphere, as referenced by “the
tightly-spaced, cushiony letterforms” that form the design (Armin, 2014).
Airbnb Creative Concept & Execution 20
Staying consistent with current design trends, viewers will have the option to find
information either by scrolling down through the main page, or by clicking one of the useful
links on the menu bar located above the hero image. Links will include: About Airbnb
Stories, explaining the purpose of the blog; The Stories, linking the viewer to an archive of
stories by date; The Travel Forum, where blog visitors can post questions and answers; and
Discover the Adventure, an internal page that launches the blog visitor to the Airbnb
website.
Airbnb Creative Concept & Execution 21
XII. Airbnb Integrated Marketing Campaign Proposal Conclusion
The Airbnb campaign aims to excite the 50-70 year old American consumer about
traveling and to educate this particular target consumer about the website’s services. Just
as this particular consumer group is quite unique, the methods to effectively reach and
communicate with baby boomers cannot be generalized. “The baby boomer generation is
quite large and the members of this generation vary significantly,” stated the owner of
Strategic Communications, Linda Pophal (Schiff, 2014). While the majority of baby
boomers do regularly use the Internet (79%), less than half use smartphones to go online
(Schiff, 2014).
Airbnb Creative Concept & Execution 22
Creating an effective integrated marketing campaign for baby boomers to engage
with Airbnb means identifying which channels of communication will be most applicable.
Print ads in magazines like AARP The Magazine aim to generate interest and provide brand
recognition. The television commercials aim to provide ease in communicating the key
benefits and workings of the Airbnb brand. Additionally, the blog serves as a commonplace
for interested consumers to learn more about the services Airbnb provides and to gain
insight on other’s experiences.
To tie the campaign together, the only social media used for the campaign will be
Facebook. The Airbnb Facebook page will coincide with the Airbnb Stories blog to provide
information and references about real-life experiences. While older baby boomers are less
likely to be on social media sites, younger boomers use Facebook regularly (Schiff, 2014),
making it a perfect commonplace to share social information that will prompt this
particular target consumer to share with friends. The Facebook page will provide stories
about different travel locations and prompt visitors to click-though to the blog to learn
more about inspiring travel stories. Additionally, the Facebook page can be used as a
reference source for those with some skepticism about the service.
To create excitement about Airbnb and to prompt this particular target consumer to
share information about the service on Facebook, the Airbnb Stories Facebook page will
have monthly contests. These contests will prompt engagement from this particular target
consumer and stories will be chosen for their relevance. For example, to get the audience
involved with the brand, Airbnb will ask people to tell where they want to go and why,
choosing a winner that will win a free weekend stay at their destination of choice. From
Airbnb Creative Concept & Execution 23
this story, Airbnb can create a blog post with the winner that includes high quality photos
from their experience.
In conclusion, the Airbnb x Baby Boomer campaign aims to be highly lucrative
through carefully strategized messages that communicate to the potential target
consumer’s desires and needs. The multiple media platforms chosen for the campaign aim
to provide exciting and inspiring information and visual imagery about Airbnb in hopes to
inspire the target consumer to look more into booking with the brand. With the target
consumer’s ability to spend on such leisure adventures in combination with their feeling
that travel is a necessity, the Airbnb campaign is sure to provide the specific information
this target group needs to become Airbnb loyalists during their retirement years.
Airbnb Creative Concept & Execution 24
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