Today, Airbnb is rolling out its first destination marketing with spots focused on Tokyo, Paris and Los Angeles. Within the next iteration of its "Live There" campaign, from TBWA\Chiat\Day, the company is showcasing how families use Airbnb as the company's new focal point, according to Airbnb CMO Jonathan Mildenhall.
"Airbnb has historically been a millennial traveler proposition, but with this campaign we're leaning into families," said Mildenhall. "There has not been a great many brands that have been able to straddle that delicate balance between a cool, millennial mindset and a more conservative family mindset. … We're trying to bring those two different cohorts under one umbrella together."
Mildenhall also stressed that showing "same-sex families having the same type of vacation as heterosexual families" in the new work was important to the brand. In the L.A.-focused spot (see below), an Airbnb host greets a same-sex family. "We want to recognize that the LGBT community is a fundamental, on-going and very visible part of our community," said Mildenhall.
The new destination-centric work also highlights Airbnb's evolved product. With the launch of its new app two weeks ago, Airbnb hosts can post guidebooks filled with recommendations for restaurants, bars, activities and more that are specific to their neighborhoods. The new spots show recommendations from real hosts in Tokyo, Paris and Los Angeles to convey how you can, as Airbnb's campaign pitches, "Live There."
The 30-second spots will be used on television and on digital platforms. Airbnb is leaning heavily into programmatic planning and buying, according to Mildenhall. That way, if someone searches for trips to Asia, the company will be able to serve that person its new Tokyo ad.
"We're using programmatic advertising and a broader bank of content so that we can be much more relevant to audiences all over the world," said Mildenhall.
In Australia, the company is also testing programmatic buying for television or addressable TV through a partnership with Fox Networks.
"This is the first time in my career and certainly for Airbnb that we've been able to look at a very innovative approach to TV, media planning and buying," said Mildenhall. "We've now got the breadth of content, the different audience segments baked into the content, the different stories and now we're able to use addressable TV to give us a greater incremental return of TV investment. "
Chief Marketing Officer: Jonathan Mildenhall
Global Marcom Director: Brian Irving
Head of Advertising: Peter Giorgi
Global Marcom Manager: Marion Link
Global Marcom Manager: Alessandra Cuetara
Global Head of Production: Rachel Holbrook
Global Production Lead: Holly Butler
Digital Production Lead: Bud Johnston
Brand Photographer: David Elliot
Production Associate: Nion McEvoy Jr
Media Manager: Rachael Haley
Social Media Manager: Jasmine Atherton
Creative: Stephen Butler, Brent Anderson, Kevin Butler, John Figone, Michael Flannery, Rafael Goncalves, Sarah Johnston, Kathleen Swanson, Jason Nitti
Brand Leadership: James Vincent, Kelly Lee, Jenn Wong, Matt Theisen, Teddy Notari, Aubrey Larson, Kelli McDonald
Planning: Neil Barrie, Jennifer Costello, Kyle Luhr, Emilie Arrive, Farid Mozafari
Production: Tanya LeSieur, Brian O'Rourke, Darryl Hagans, Joseph Haldeman, Dena Moore, Kat Urban, Karen Youngs, Karishma Singh
Business Affairs: Linda Daubson, Maryam Ohebsion
Traffic: Gus Mejia
Directors: Anna Sandilands + Ewan McNicol
President: Jules Daly
Executive Producer: Marjie Abrahams
Head of Production: Elicia Laport
Line Producer: Jan Wieringa, Julie Sawyer
Prod Supervisor: Stephen Strosin
Dir. of Photography: Jim Jolliffe
Global Stylist: Thom Murray
Editorial: Rock Paper Scissors
Editor for Tokyo, Paris, LA: Damion Clayton & Marjorie Sacks
Editor for Anthem: Adam Pertofsky & Marjorie Sacks
Post Producer: Shada Shariatzadeh
Assistant Editor: Mike Spagnoli