Airbnb:

OUR HOUSE. YOUR HOME.

We were asked to research a "fun" brand and build a campaign that specifically targeted an underrepresented demographic. This led us to Airbnb, where we raised awareness about Airbnb's nondiscrimination policy and promoted Airbnb as a safe and inclusive service for the LGBTQIA+ community. 

account manager  elizabeth beymer 

photos  will nielsen + devin roux  

copy + strategy  whitney calvin + leah kidd  

design  leah kidd + myself  

 

issue

More than seventy countries consider consensual same-sex sexual relations a crime, which presents difficult situations for LGBTQIA+ travelers.

INSIGHT

While there is a large customer base of Airbnb users, many are unaware that it is a LGBTQIA+ and people of color friendly service. In addition, Airbnb also has many competitors within the vacation rental industry that provide comparable costs.

objective

The goal is to inform consumers of Airbnb's foundational principles of inclusion and respect and make it known that the service does not discriminate based on sex, gender identity, or sexual orientation among other identities.

positioning

We want Airbnb to be seen as inclusive and the most trusted vacation rental service in many aspects, but most importantly: acceptance and safety.

concept + tone

Demonstrated advertisement. Unity, respect, inclusion and acceptance.

 

who

Airbnb is looking to target those who identify within the lesbian and/or gay community. Our ideal demographic is centered around 35-45 year olds within this subset. These individuals are middle class workers, in a relationship or with a family, and have the financial and time capabilities to travel. They are fairly active on social media and enjoy using Instagram and Facebook to share their adventures with friends and family.

what

There are 74 countries with anti-homosexuality laws. Airbnb provides a safe place for not only LGBTQIA+, but all people, in 72 of those countries and more. Our hosts sign a nondiscrimination policy in which they pledge to accommodate to any and all patrons - regardless of sexual orientation, race, or anything else that makes you unique. Airbnb customers will feel included and be encouraged to celebrate diversity as a key benefit from using Airbnb's services. In addition, Airbnb provides over 4 million affordable properties and will draw the attention of an underrepresented subset that will feel confident in the motives of the company and hosts. 

why

 Airbnb customers will feel included and be encouraged to celebrate diversity as a key benefit from using Airbnb's services. In addition, Airbnb provides over 4 million affordable properties and will draw the attention of an underrepresented subset that will feel confident in the motives of the company and hosts. 

 

wimbify

Wimbify is a mobile application that provides LGBTQIA+ members a platform to interact with others and schedule a vacation or find a place to stay in an LGBTQIA+ supportive environment.

homeaway

HomeAway has over 1 million vacation rental properties and runs other brands including VRBO, Vacationrentals.com, BedandBreakfast.com and various other sites in different countries. Cost is comparable to Airbnb.

Hotels.com

Hotels.com is a website that provides over 325,000 hotel listings in approximately 19,000 locations. They have 85 websites in 34 languages

tripadvisor

TripAdvisor is an online site that presents reviews for hotels, restaurants, and experiences in addition to hotel accommodations. Focused on experiences, which Airbnb includes, but is not their main focus.

 

print

non-traditional

For Airbnb's non-traditional advertising installations, we will paint a solid color mural in various cities that are associated with our target age demographic, have a large social media presence, and create a strong LGBTQIA+ community.

The cities we have chosen to place these murals are in Seattle, San Francisco, Los Angeles, Denver, New York City, and Miami. Each color will represent a color of the pride rainbow flag, which is a symbol of the diversity of the community and peace. The installations will feature text from Airbnb's Nondiscrimination Policy in order to showcase Airbnb's commitment to mending past negative interactions with guests that identify as LGBTQIA+ and promising to correct such issues. There will also be an interactive component that allows anyone to take a photo with the mural, in addition to instructions on how to share and tag @airbnb on social media platforms. Each photo posted in front of the wall will be combined into our microsite that will sort the photos by city on an interactive map to show the connection of each city's community and diversity. 

In addition to the interactive component of the murals, there will also be incentives to post photos on social platforms tagging @airbnb. Whatever city a photo is posted in, Airbnb will donate $1 per post to an LGBTQIA+ charity centered in their city. Listed below are the charities for each city:

Lambert House, Seattle; Horizons Foundation, San Francisco; The Trevor Project, Los Angeles; Rainbow Alley, Denver; New Alternatives, New York City; and Pridelines, Miami.

There will be an extra incentive for someone who travels to every city and posts a photo at each wall (contingent on truly authentic photos - unphotoshopped). They will receive a discount code for a free night's stay up to the amount of $150 USD at a location of their choice. 

maile sur | art direction + design | los angeles, ca