Airbnb Repositions Around ‘Live There,’ Moves Beyond Stays to Experiences
Photo Credit: Airbnb's newest campaign "Live There" coincides with its release of an updated app that personalizes the user experience and offers tourism services to guests. Airbnb
Skift Take
Just as Airbnb has had a transformative impact on the home sharing and vacation rental business, it hopes to do the same by going beyond just offering stays into offering actual travel activities and experiences to its community. It'll be very interesting to see how they do it.
Today, San Francisco-based Airbnb debuted the company's newest and largest brand campaign to date, "Live There."
The company says the tagline was "designed in response to the growing dissatisfaction and disappointment with standardized tourist offerings that have become the hallmark of modern tourism." Previous taglines from Airbnb have included "Welcome Home" and "Belong Anywhere," which it still uses. The global campaign, which launched on April 19, features 15-, 30-, and 60- second television spots (see below), as well as digital, out-of-home, and print creative that will be promoted through June in the U.S., U.K., France, Germany, Korea, China, and Australia.
Airbnb isn't the first sharing economy company to come up with this type of positioning. Homestay, which is a Dublin-based home sharing company, has been using the tagline "Don’t just visit, live it" for a while now.
Airbnb also updated its app to make the Airbnb experience that much more personalized, and to
