AIRBNB MARKETING REPORT
Word Count: 2696 Alice Hoar N0105133
CONTENTS WHAT IS AIRBNB? RESEARCH AND INSIGHTS THE NEW CONSUMER
Page 4 - 6 Page 9 - 14 Page 17 - 18
THE BIG IDEA
Page 21 - 24
VISUAL RESEARCH & INISGHTS
Page 27 - 32
CREATIVE OUTCOMES & CONCLUSION LIST OF REFERENCES, ILLUSTRATIONS & BIBLIOGRPAHY
Page 35 - 37
Page 38 - 43
APPENDIX A
Page 44 - 48
APPENDIX B RESEARCH METHODOLOGY 2
Page 49 - 51 Page 52
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W H A T
I S
Airbnb is an international, billion-dollar business (Lunden, I. 2014) that has built itself in the rise of the ‘sharing economy’ (Tanz, J. 2014). Initially, the idea behind the company was to provide a platform from which it can pair renters with hosts, at which point they are then left to their own devices; a service Airbnb describe as providing “a trusted community marketplace for people to list, discover and book unique accommodations around the world”. However, the company grew to become a larger enterprise that not only provided a platform but also took on a much larger role - handling everything from payments to reviews, creating a renter to host chat facility and hiring professional photographers to shoot properties (Tanz, J. 2014). As to be expected, Airbnb’s greatest hurdles have always come down to trust; with the entire foundations of the business being based on trust between renters and hosts, fears can stem from issues regarding personal safety and property damage up to illegitimate users and money laundering scams. However, Airbnb have dealt with this extremely well, monitoring all site activity in order to catch out odd behaviors that could hint at these issues. Airbnb’s systems automatically scan content and produce ‘trust scores’ for each user; when these become too low they are then automatically flagged for further investigation (Tanz, J. 2014). Their Host Guarantee program “provides protection for up to $1,000,000 in damages to the covered property in the rare event of guest damage, in eligible countries” (Folger, J. 2014) and their 2013 figures show that out of 6 million guests, the company only paid out 700 host claims (Tanz, J. 2014) showing that on the whole, their reliance on trust was a success.
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A I R B N B ? Airbnb already has a solid audience made up predominantly of students travelling cheaply and people travelling for business (Folger, J. 2014). This means that there is potential for a new audience from anyone who travels for other reasons, such as family holidays, visiting friends or family or couples travelling together.
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An online questionnaire was created in order to accumulate information about individuals travelling habits and interests (Appendix. A). The questionnaire was used to gain an insight into public knowledge of
R E S E A R C H & I N S I G H T S Airbnb in the UK – what was found was that only 13% of participants had heard of the company and no one claimed to have used it before. However, of those who owned what they considered to be rentable property or rooms - 51% of respondents - 29% answered ‘yes - I would be interested in using the company’ and 37% answered ‘maybe – with a better understanding of the company’ when indirectly faced with a basic description of how the company works. Looking further into these results it was found that it was the 46 to 55 age group who may have the most potential as hosts on Airbnb, with 80.8% of these respondents claiming to own what they consider to rentable property or rooms. Upon this discovery the online questionnaire was adjusted to direct a more specific audience. The end result therefore produced audience specific results with 78% of respondents being aged between 46 and 55 (Appendix. A).
[Fig. 6]
Data found by a Hotels.com poll discovered that “only 12% of men in relationships take the lead in organising breaks away” (Telegraph,
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2010); and 43% of men stated that even when the women has not had full responsibility for organising the trip they still “ensure [the woman has] the final say on accommodation” (Telegraph, 2010). This information shows that narrowing down the audience further to a female, 45 to 55 years old could potentially be the best new consumer for Airbnb to target. Of the men participating in the Hotels. com poll, 76% agreed “they would put total trust in their partner’s decisions regarding a dream getaway”(Telegraph, 2010); showing that, as women are the ones who predominantly make decisions about holiday accommodation, therefore getting the women onboard is the key to reaching the male audience too. Due to this research, the online questionnaire’s audience was further defined to females, resulting in 92.3% of the 46 to 55 year old respondents of the questionnaire being female; meaning that it would produce realistic figures about the travel habits and interests of this audience (Appendix. A). Looking specifically at the audience of 46 to 55 year olds, the questionnaire results (Appendix. A) showed that 92.3% of British respondents aged 46 to 55, from a middle class background, an ABC1 demographic, had never heard of Airbnb. The remaining 7.7% recognised the name, but did not know anything about the company nor had they used it. However, of those who owned what they considered to be rentable property or rooms, 95.2% of the 46 to 55 year old respondents showed interest when indirectly faced with a basic description of how the company works answering with either ‘yes - I would be interested in using the company’ or ‘maybe – with a better understanding of the company’,
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which shows there is great potential in targeting this audience. 2012 results from the General Social Survey, from the National Opinion Research Centre’s poll of American attitudes, showed that only 32% of participants agreed that people could generally be trusted (Tanz, J. 2014); however, the online questionnaire found that 100% of respondents ages between 46 and 55, agreed that they would describe themselves as a trusting person. This data therefore shows that a 46 to 55 age group could be a really interesting audience for Airbnb to tap into - one that could have faith in the company and the sharing economy as a whole, as well as potential new accommodation for the Airbnb community. The online questionnaire (Appendix. A) also found that 80.8% of people within this age group are parents of children that have either left home or moved to university. For this reason there may be a huge pool of potential new hosts who may want to rent out their child’s old room for added income for themselves or in order to fund their child’s education; especially seen as 90.5% of these respondents also claimed to own what they considered to be rentable property or rooms. In 2013 the Guardian advised parents that they could “earn up to £4,250 a year tax-free under the rent-a-room scheme” (Jones, H. 2013); the rent-a-room scheme is a government run scheme that allows people to rent our a room in their home in order to fund their
[Fig. 7] [Fig.8]
child’s tuition fees for university (Gov. uk, n/a), this sort of arrangement could similarly be done through Airbnb, and could therefore be a great selling point for new hosts from this audience. However, the 46 to 55 year olds did not
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only show potential for the hosting side of Airbnb, but also as new potential guests. In 2014, Yahoo! Finance posted an article discussing the benefits of developing a hobby before you retire, mainly as this will allow you to build up a basis of friends with the same interests, which can be both socially and financially beneficial; as the writer of the article emphasizes, the cost of a hobby can be high, such as his own interest in table tennis, “I know that unless I find a couple of friends and play at one of our homes, then it will cost about $50 a month to play at a club� (Ning, D. 2014). For the audience of 45 to 55 year olds, with children having moved out, this becomes the prime time to focus on or expand an interested in their pastimes and hobbies; as they start moving towards retirement age and perhaps even reducing the amount they work. Airbnb’s angle for the 45 to 55 parent could therefore be that they provide a platform for people to not only travel, but to also explore their hobbies and pastimes; here could be where the idea of belonging could really connect with new guests from this audience.
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T H E
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N E W C O N S U M E R 4 7 Female S a r a h Flecter ABC 1 Demogaphic Married Parttime secondary school teacher Food Tecnology 15 year old daughter (lives at home ) 20 year old daughter (lives at University) College and University education PGCE qualification owns 5 bed detached family home second holiday home by the coast in the UK Watches Great Bristis Bake-Off Location, Location, Location, A Place in the Sun Master Chef Shops at W a i t r o s e Sainsburys and ASDA J o h n L e w i s O a s i s N e x t Listens to Take T h a t Chart Music Eats at P i z z a Express Prezzo J a m i e ’s Italian Z i z z i Earns £15000 House H o l d Income £57,000 Tr a v e l s weekly in the U K Bake Cooks [Fig. 13]
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The initial questionnaire found that the most common words people from the middle class, 45 to 55 age range associated with the idea of ‘belonging’ were family (70.6%), home (64.7%), comfort (58.8%) and team (47.1%). From these results, it is clear to see that this audience value family time, as well as finding being part of a group or team an important part of feeling that sense of belonging; but overall the idea of home and comfort were the most important to the 46 to 55 year old respondents with 53% of respondents listing both of these 2 words within their answers. This data emphasises the idea that a hobby or pastime could be valuable tool to play on when reaching out to this audience, using the appeal of meeting new people with similar interests to get them using Airbnb. However, it also shows that the idea of a ‘home from home’ feeling could be the key to getting this audience interested in Airbnb.
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T H E B I G I D E A
I believe the Airbnb campaign needs to reflect that feeling of reassurance that a person feels when they walk into somewhere that’s not home and yet it feels welcoming and homely, and they feel that they fit in. The big idea for this campaign is that idea of peace of mind and comfort in the knowledge that you belong in the place you have travelled to. The point of similarity between guest and host will be their shared hobby or pastime, reflected through a visual interpretation of the first things you see when you walk into someone’s home; in the case of the advertisements this will be activity related items such as a bike, fishing rods or walking boots. I feel that the campaign also needs to target couples travelling together, as 84.6% of my online questionnaire respondents in the target age range claimed to travel on most frequently as a couple. However, 61.5% also said that they frequently travel with family and/or children; this, and the fact that 70.6% of target age respondents expressed that family was important to them when thinking about belonging, shows that making Airbnb appear as a platform that can provide both holidays for couples as well as potential holidays for families who share interests and hobbies could be the best way of reaching the target audience I have chosen.
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The tag line for my Airbnb campaign will be “don’t find a holiday, find a home”; this is inspired by the fact that many of the properties on Airbnb are peoples homes, and also the fact that 64.7% of the questionnaire respondents associate ‘belonging’ with ‘home’. The idea of a finding a home rather than a holiday also makes the experience seem a more personal than a hotel holiday; results from the questionnaire showed that
[Fig. 19]
[Fig. 18]
80.8% of 45 to 55 year olds preferred a personal service as opposed to an online service, calling a need for a more personal holidaying experience that doesn’t just mean using a travel agent as opposed to booking online. The campaign I will create will not just use print and video formats but also an online interactive experience that can be accessed via the Airbnb website or mobile app. I feel this will help to target the intended audience as my online questionnaire showed that The campaign I will create will not just use print and video formats but also an online interactive experience that can be accessed via the Airbnb website or mobile app. I feel this will help to target the intended audience as my online questionnaire showed that 88.5% of the 46 to 55 year old respondents claimed to frequently use a smartphone and 76.9% claimed to frequently use a laptop.
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[Fig. 21]
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V I S U A L
[Fig. 23]
This campaign will be made up of 3 key elements; a print campaign, a video advertisement and interactive online experience that’s built into
R E S E A R C H
the Airbnb website and mobile app. The print campaign will be made up of several images of hallways – capturing that moment when you enter someone’s home. Within these settings there will be different objects that reflect certain hobbies or pastimes; the sight of these items will indicate that sense of belonging when the guest realizes they have something in common with the host.
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&
I N S P I R A T I O N
These images are inspired by HGTV’s adverts from the 90’s, which were produced by Lewis communications (Lewis Communications, n/a). The images and words from this campaign embody a tone of belonging through both shared interest and the idea of being part of a group; as can be seen in the adverts, the use of words such as ‘our’ emphasise a sense of belonging and subtle humour in their writing offers a soft tone of voice to the advert that is both friendly and welcoming. This tone helps to both engage with the current audience of HGTV as well as a sense of inviting those new to the audience. This is the soft tone of voice that Airbnb should adopt within their campaign in order to appeal to a new audience with a friendly and welcoming tone. The adverts could be accompanied with a second slogan: “step out of your comfort zone…into ours”. This slogan emphasises both the idea of adventure within traveling, and comfort in belonging, all in one. These mock-ups will demonstrate an illustrated idea of how the print campaigns will look (fig. , pg. 35-37); these will feature throughout a series of advertisements for the company that will all follow the initial theme of being part of a group based on shared interests in a particular hobby. The examples of the print campaigns here include hobbies such as cycling, hiking, fishing and sightseeing in the city. The print campaign should feature in Delicious Magazine, as they have a 76% female readership, with a median age of 46 (Immediate Media, 2014), which sits perfectly within the target audience Airbnb intend reach. With an overall readership of 191k (Immediate Media, 2014) they have a large audience for Airbnb to potentially reach. This would also be an appropriate magazine due to the content being predominantly food related, as it was found within the online questionnaire (Apendix A) that 45.5% of the 46 to 55 year old respondents said that their main hobby was baking or cooking. Prima Magazine is another magazine that the Airbnb campaign should be printed in, as this has a readership that’s 93% female (Hearst Magazines, 2014) and this is the gender Airbnb need to be targeting. 65% of Prima readerships are from the ABC1 class demographic, with the remaining 35% being in the AB class (Hearst Magazines, 2014). Having had 50% of the online questionnaire respondents – aged between 46 and 55 - state that they travelled monthly for pleasure, it is key for Airbnb to advertise just as regularly, to keep refreshing the mind of the audience as they start to consider what their next trip
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[Fig. 24]
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might be. Prima is published on a monthly basis, so therefore is perfect for Airbnb’s print campaign. The video advertisement will follow a similar theme to the print advertisement, with the idea of walking into a ‘home from home’ being key to the overall feel of the video. The video will feature a couple, aged between 46 and 55, sat in their home, engrossed in their own hobbies. It then moves to them looking for a weekend break, something that suits them both, something they’re struggling to do. At this point the couple discover Airbnb. Through Airbnb they book the perfect location for their weekend away. The story then jumps to their arrival at this location, when they enter they will discover they have a lot in common with the hosts, finding items that suit their interests and hobbies. The images to the right show inital examples of how the print (fig. 30) and video storyboard (fig. 28) may look.
The online campaign will allow people to search for Airbnb holidays under a new search process for the consumer; in which the guest can search for property under different hobbies and interests such as cycling or walking. The results will show properties in suitable locations for these activities as well as hosts with similar hobbies or interests that can recommend things to do in their area and so on. The initial mock ups shown demonstrates how this could work within digital formats such as the Airbnb app and website (fig. 29). [Fig. 27]
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[Fig. 28]
[Fig. 29]
[Fig. 30]
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STEP OUT
Search Countryside Cooking
OF YOUR COMFORT ZONE ... Search Sightseeing
... Search Walking & Hiking
INTO OURS
[Fig. 31]
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C R E A O U T
T I V E P U T S Print campaign mock-up:
[Fig. 32]
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Storyboard for video campaign mock-up:
[Fig. 33]
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Models will be a middle aged white british couple who represent a middle class couple with older children. The woman would be representative of a 45 year old and the man would be representative of a 50 year old. Their hobbies will be baking for the woman and cycling for the man.
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[Fig. 35]
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[Fig. 36]
Overall, the key to Airbnb engaging with the new audience of female 45 to 55 year olds is making them feel at home with the company. They should feel as though they belong in the Airbnb community.
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(n/a).
What
does
ABC1
mean?.
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L I S T
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I L L U S T R A T I O N S Fig 1. AIRBNB. (2014). Available: http://www.forbes.com/sites/davidvinjamuri/2014/07/22/ airbnb-attempts-to-rebrand-accidentally-renames-ladyparts/. Last accessed 10th Jan 2015. Fig 2. Airbnb Advert. (n/a). Maxresdefault. Available: watch?v=dA2F0qScxrI. Last accessed 26th Jan 2015
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Fig 3. Founders and Funders. (2014). How AirBnB Started. Available: http://41.media.tumblr. com/851300c3206f8076386b0336c477d275/tumblr_n3tnor9HnP1s6bw99o1_1280.png. Last accessed 11th Jan 2015. Fig 4. AIRBNB LOGO. (2014). Available: http://www.wearedesignstudio.com/works/airbnbbrand/. Last accessed 25th Jan 2015. Fig 5. Airbnb bookings data. (2012). Guest Nights Booked. Available: http://rentingyourplace. com/airbnb-101/. Last accessed 25th Jan 2015. Fig 6. Airbnb Property. (2014). Business, luxury travelers turning to Airbnb-type options. Available: http://www.cnbc.com/id/101573906. Last accessed 25th Jan 2015. Fig 7. Airbnb Property. (2014). Airbnb Rooms. Available: http://www.haaretz.com/polopoly_ fs/1.538658.1375161980!/ image/3011066656.jpg. Last accessed 25th Jan 2015. Fig 8. N/A. (n/a). Available: http://steve-lovelace.com/wordpress/wp-content/ uploads/2013/09/aiga-symbol-sign-for-restroom.png. Last accessed 11th Jan 2015. Edited in Photoshop. Fig 9. The Girl Outdoors. (2014). Available: http://thegirloutdoors.co.uk/2014/01/09/reviewhigear-snowdon-walking-boots-from-go-outdoors/. Last accessed 10th Jan 2015. Fig 10. AIRBNB. (2014). Caravan. Available: http://thepineappletraveler.com/tag/airbnb/. Last accessed 10th Jan 2015. Fig 11. Airbnb Room. (2014). Available: http://thepineappletraveler.com/tag/airbnb/. Last accessed 10th Jan 2015. Fig 12. Middle Class Home. (2011). Available: http://www.outofstepper.com/wp-content/ uploads/2011/05/Sheriff_house-yard.jpg. Last accessed 10th Jan 2015. Edited in Photoshop. Fig 13. Public Domain Pictures. (n/a). Available: http://www.publicdomainpictures.net/ pictures/60000/nahled/woman-silhouette-1381346418vdW.jpg. Last accessed 5th Jan 2015. Edited in Photoshop (text).
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Fig 14. Public Domain Pictures. (n/a). Available: http://www.publicdomainpictures.net/ pictures/60000/nahled/woman-silhouette-1381346418vdW.jpg. Last accessed 5th Jan 2015. Edited in Photoshop (images as follows). Fig 14a. Pizza Express. Nebstone. (n/a). Available: http://www.nebstone.co.uk/ blog/pizza-express/. Last accessed 5th Jan 2015. Fig 14b. Wagamama. JLL. (2014). Available: http://www.jll.co.uk/unitedkingdom/en-gb/news/1641/jll-wagama-leisure. Last accessed 5th Jan 2015. Fig 14c. Next. Next Media. (n/a). Available: http://press.next.co.uk/media/ company-images/logos.aspx. Last accessed 5th Jan 2015. Fig 14d. Take That III. (2014). Available: http://chartrigger.blogspot.co.uk/ 2014/10/take-that-premiere-new-single-these.html. Last accessed 5th Jan 2015. Fig 14e. Waitrose. (n/a). Available: http://holtwhites.co.uk/waitrose-supportingh-t-c-c/waitrose-logo/. Last accessed 5th Jan 2015. Fig 14f. Oasis. (n/a). Available: http://n1islington.com/tenants/oasis/. Last accessed 5th Jan 2015. Fig 14g. Hiking. (n/a). Available: http://blog.codyapp.com/a-medium-hikingworkout/. Last accessed 5th Jan 2015. Fig 14h. Middle Class family. Telegraph. (2012). Available: http://www. dailytelegraph.com.au/middle-class-and-facing-a-cut/storye6freuy9-1226350396459. Last accessed 5th Jan 2015. Fig 14i. Middle Class house. (n/a). Available: http://www.dailytelegraph.com. au/middle-class-and-facing-a-cut/story-e6freuy9-1226350396459. Last accessed 5th Jan 2015. Fig 14j. John Lewis. (n/a). Available: http://www.nicolagreen.com/ ss/307561/26234. Last accessed 5th Jan 2015. Fig 14k. Aldi. (2014). Available: https://aireboroughnf.wordpress. com/2014/11/17/consultation-on-proposed-aldi-at-homebase-site-yeadon/. Last accessed 5th Jan 2015. Fig 15. The Great British Bake-Off. (2014). Available: http://i3.mirror.co.uk/incoming/ article1380440.ece/alternates/s2197/The%20Great%20British%20Bake%20Off. Last accessed 28th Jan 2015. Fig 16. Airbnb Property. (2014). Airbnb Rooms. Available: http://www.haaretz.com/polopoly_ fs/1.538658.1375161980!/ image/3011066656.jpg. Last accessed 25th Jan 2015. Fig 17. AIRBNB Property. (2014). Business, luxury travelers turning to Airbnb-type options. Available: http://www.cnbc.com/id/101573906. Last accessed 25th Jan 2015.
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Fig 18. Bookcase. (2014). Available: https://livingwelldementia.files.wordpress.com/2014/05/ bookcase.jpg. Last accessed 26th Jan 2015. Fig 19. AIRBNB. (2014). Available: http://www.forbes.com/sites/davidvinjamuri/2014/07/22/ airbnb-attempts-to-rebrand-accidentally-renames-ladyparts/. Last accessed 10th Jan 2015. Edited in Photoshop. Fig 20. Apple Devices. (2014). Available: http://bowlinggooglies.com/research/apps-forsocial-research/. Last accessed 26th Jan 2015. Edited in Photoshop, Statistics from Apendix A. Fig 21. Home Sweet Home. (n/a). Available: http://www.majesticwallart.com/image/cache/ data/wall_murals/words/Vintage-Home-Sweet-Home-Vinyl-Wall-Mural-Decal-Sticker-ArtGraphics-Wallpaper-Decor-900x900.jpg. Last accessed 27th Jan 2015. Fig 22. Fishing Equipment. (n/a). Available: http://www.merthyr.gov.uk/English/ EnvironmentAndPlanning/ParksAndOpenSpaces/PublishingImages/Sports%20Fishing.JPG. Last accessed 27th Jan 2015. Fig 23. Airbnb Advert. (2014). Available: http://www.youthedesigner.com/wp-content/ uploads/2014/07/airbnb-designstudio-870x489.jpg. Last accessed 28th Jan 2015. Fig 24. HGTV Advert. (1990). Available: http://www.lewiscommunications.com/hgtv/. Last accessed 25th Jan 2015. Fig 25. HGTV Advert. (1990). Available: http://www.lewiscommunications.com/hgtv/. Last accessed 25th Jan 2015. Fig 26. HGTV Advert. (1990). Available: http://www.lewiscommunications.com/hgtv/. Last accessed 25th Jan 2015. Fig 27. Delicious Magazine. (). Available: http://www.renbehan.com/wp-content/ uploads/2012/12/Delicious-Magazine2.jpg. Last accessed 26th Jan 2015. Fig 28. Initial storyboard sketches. (2015). Illustrated by me. Fig 29. Initial app design sketches. (2015). Illustrated by me. Fig 30. Initial print ad sketches. (2015). Illustrated by me. Fig 31. Initial print ad mock-up. (2015). Illustrated by me. Fig 32. Print Campaign Mock-Up displayed in delicious magazine. (2015). Illustrated by me. Fig 33. Storyboard Mock-Up. (2015). Illustrated by me. Fig 34. Couple. (n/a). Available: http://herhealthmatters.org/wp-content/uploads/2012/09/ shutterstock_26744152-midlife-couple.jpg. Last accessed 25th Jan 2015. Fig 35. App design mock up. (2015). Illustrated by me Fig 36. AIRBNB. (2014). Available: http://www.forbes.com/sites/davidvinjamuri/2014/07/22/ airbnb-attempts-to-rebrand-accidentally-renames-ladyparts/. Last accessed 10th Jan 2015. Edited in Photoshop. 43
A P P E N D I X
A
Online Questionnaire:
44
45
46
47
48
A P P E N D I X
B
Email Interview:
49
50
51
A P E N D I X
C
Research Methodology:
Word Count: 2696 Alice Hoar N0105133
52