Don’t just go there. Live there. Even if it’s just for a night
In an effort to expand Airbnb’s appeal to mainstream travelers without losing its soul, we needed to address declining awareness growth rates by reaching beyond the brand’s millennial core to a broader, more skeptical audience, accustomed to the amenities and security of traditional hotels while traveling. The idea? Position Airbnb as the antidote to soulless, mainstream mass travel; The platform that allows people to travel to new places as if they live there. “Don’t go there; Live there” seamlessly integrated campaign and product as the company introduced a suite of new features to help people really “live” like locals on their travels.