Airbnb Digital Campaign by Caitlin Thomas

CONTENTS

INTRO

SECONDARY RESEARCH PRIMARY RESEARCH

4 + 5

6 + 7

CONSUMER PROFILES 8 THE BIG IDEA

9 + 10

CONCLUSION AND OUTCOMES 11 + 12 RESEARCH METHODOLOGY 13 APPENDIX 14 - 24 LIST OF REFERENCES 25 LIST OF ILLUSTRATIONS BIBLIGORAPHY 28 - 30

26 + 27

INTRODUCTION Airbnb is a company derived from the vision of two designers, a vision that provides travellers with an alternative place to stay. Born in a movement of ‘collaborative consumption’ Airbnb has been able to tap into a developing market, meeting the needs of honeymooners, businessmen and families alike that share the same desire for an authentic (and often cheaper) experience. Airbnb offer a variety of spaces to stay in, at a variety of price points; for example you could stay in a Castle on a hilltop, a picturesque tree house, or simply a one-bed city apartment. These spaces span over 190 countries in more than 34,000 cities. Bearing this scale of operation in mind, Airbnb places the idea of ‘belonging anywhere’ at its heart and want to grow this out to a new audience through means of a digital campaign. This report will answer the brief and will discuss both my primary and secondary research, leading to insights, ‘the big idea’, as well as a creative concept, which will include visuals of the video and print campaign.

SECONDARY RESEARCH As previously stated, Airbnb are part of the ‘Sharing Economy’, Belk (2014) tells us that this is a “phenomena born of the Internet age”, other companies utilizing this relatively new ideology include Amazon, Zipcar and Freecycle. Consumers values have shifted from essentially ‘you are what you buy’, to “you are what you can access” (Belk 2014b); the movement is one of great advantage to Airbnb. The company began in 2008 when designers Joe Gebbia and Brian Chesky hosted three travellers at their apartment in order to help pay their rent, which sparked off the idea. Summer 2008 saw a great opportunity for Airbnb to make their stamp in the market: 800 bookings were made in one week when there was a shortage of hotel rooms for the 80,000 people attending Barack Obama’s speech in Denver, on top of this their PR stunt ‘Obamas O’s and ‘Cp’n McCain’ cereal sold 800 limited edition boxes, giving them a return of $30,000. Airbnb’s growth has since been substantial, including a 400% increase between 2011 and 2012 alone. Their website enables both travellers and hosts to stay connected through Airbnb ‘Groups’ and ‘Meetup’, with trust being built via Public reviews, Verified ID and confidentiality of contact information. Alongside this Airbnb have an App,

Blog, and their newly established print magazine: Pineapple, these multiple outlets of communication ensure that Airbnb successfully connect with their consumer. The brand places focus on the emotional element (as opposed to price or function), this is conveyed through both its branding – their Belo logo which stands for 4 key things: People, Places, Love and Airbnb (see fig. 2) - and marketing tactics; its current video campaign ‘Belong anywhere’ (see fig. 1), and their first ever song ‘Follow me’which their blog describes as “universal and unifying for our global community” (Follow Me, 2014). The main motivation for using Airbnb comes from the desire to save money – according to Downes (2013) Airbnb offers “real competition for traditional hotels with rates that average 20-50% below market price in most cities”. A survey carried out by Airbnb in August 2012 revealed that out of 43,500 respondents, the majority, 36,000, were taking a holiday, followed by 4,100 travelling for work, 2,000 for a wedding and the remaining 1,400 either celebrating an anniversary or honeymooning (Salter, 2012). Interestingly, Airbnb’s identified consumer is older than what we would expect, founder Chesky revealed “We’ve got more people aged 55 and over on the site than those aged 18-

25, who only make up 7% of the site” (Salter 2012b). A report from Airbnb consolidated this, showing that the average age of visitors in Barcelona is 36. Furthermore the report also revealed that 89% of guests “want to live like a local [and] 76% of travelers want to explore a specific neighborhood” (Economic Impact 2014). Even though Airbnb hosts must provide verifiable identification, they aren’t subjected to the same general Standards Rules as hotels, including Health, Safety and Hygiene, which some may find disconcerting.

Figure 1

THE THEORY OF BELONGING The work of Birch et al (1997, p. 43) tells us “Maslow was greatly concerned with the motives that drive people” He believed that people must first fulfill the needs at the bottom of the triangle before being able to progress upwards. Posner (2011) explains ‘Belonging’ as:

Figure 3

“Relationships, acceptance, family, peer group, work group”

Figure 2

PRIMARY RESEARCH BELONGING TO OTHERS

Figure 4

Figure 5

Whilst Maslow’s definition is justified, ‘belonging’ is a feeling; which is ultimately subjective. Based on this I carried out further research to discover what this word means to a wider range of people. I created a postcard (see figs. 4 and 5) The responses were as follows: • Being a part of/physically belonging to something: including family, an organization, group or football team. • A priceless piece of joy, • Owning something, • Feeling ‘right’, • Feeling ‘valued’ for who you are and what you contribute, • Feeling ‘content’, • A feeling of being ‘loved’ Following this I designed a survey comprising of both quantitative and qualitative questions to get additional insight into Airbnb that hadn’t been covered in the secondary research. Alongside a promotional video and short description of Airbnb, I asked participants if they would use this service instead of a Hotel or B&B when travelling, 75% answered ‘Yes’. This revealed that whilst most were willing to try something new, a quarter of respondents had reservations. I

had anticipated this, so the following questions were “What (if anything) appeals to you about this service?” and “What would discourage you from using this service?” The 25% respondents who had previously said ‘No’ to using Airbnb could not see any positives from the service; when asked ‘what appeals’ they answered: • “Too personal” • “I don’t really know how it works” • “Nothing” The remaining 75% responded with the following comments to ‘What appeals?’: • The chance to meet locals and experience their way of life • Friendly • It’s cheap • Not staying in hotels • The advert made it seem quite interesting and exciting • Being able to book via mobile is fast and convenient • It looks as though there are lots and lots of different place you could go to and stay • Unique – a one off experience that is much more special • The chance to gain real experiences

Figure 6

And the following to ‘What would discourage you?’: • I don’t know enough about the service to make an informed decision • Nothing • Shady providers • The risk that you don’t know what the quality of the accommodation is • Hidden or hiked fees • I have not heard of this service before so I am unfamiliar with the company and the process of booking • Not knowing whether what you see

in the pictures/what the host says is truthful to what you are getting • Standards that wouldn’t meet hotel equivalents (price dependent) • Bad press surrounding them Primary research had indicated that the majority of people were using Airbnb for a holiday- baring this in mind I felt it important to find out what people primarily go on a ‘Holiday’ for, this was followed by 4 multiple selection options. A large proportion – 83%, answered to ‘Getaway and

Relax’, 67% to ‘Experience a different culture’, 25% for ‘Adventure’, and 17% to ‘Meet new people’. Using the ‘Wall and Chain’ advert from Airbnb (see fig. 6) – which is based on a real story - I asked respondents if they found it relatable on a scale of 1 (not at all) to 10 (yes, it has strong impact), whilst most scored it a 5 or above, 16% scored it 0. This brought the overall average to 5.92, signaling that consumers perhaps aren’t connecting to the current campaign.

Through analysing both the secondary and primary research I was led to a few conclusions. Firstly, Airbnb appear to reaching primarily an older market “More people aged 55 and over on the site than those aged 1825” (Salter 2012b), this accompanied with the disconnection of the ‘Wall and Chain’ advert could be an indication that their current notion of belonging isn’t translating excitement in the campaigns. The biggest driver of current consumers using Airbnb is their desire to ‘live like a local’, with the company “Appealing to a new segment of travelers seeking authentic and personal experiences” (Airbnb

Press, 2013). This suggests that it’s important to translate authenticity into the campaign to further grow out the idea of belonging; this is consolidated with the primary research that showed the most appealing prospect of Airbnb was the thought of a ‘real’ and unique experience. Whilst money is a clear incentive to use Airbnb, they don’t place focus on this; as stated previously they are driven by the emotional element. Their song ‘Follow me’, is expressed in their blog as “so simple and universal, and yet can speak to each one of us so personally” (Follow Me, 2014) – for a company that spans so much of the World, the view of being ‘universal’

is one of paramount importance. In Airbnb’s survey they found that 83% of respondents were ‘taking a holiday’, the primary research survey furthered this question to reveal that 83% of participants go on holiday to ‘Getaway and relax’ – again something that must be considered in the campaign. What became evidently clear through my survey was the lack of trust people hold in both the service and the hosts; the fear of ‘stranger danger’ and that real life wouldn’t meet their expectations, thus this is an important issue that the campaign needs challenge.

Figure 7

Figure 8

Don, 57 divorced/marketing manager/city dweller/ sport/sydney fc/cricket player/ travels for work and events

Figure 10

Figure 9

Yvonne, 42 married/ housewife/3 children/doting mother/crafts workshops/thatâ&#x20AC;&#x2122;s life magazine/not materialistic/wants to holiday at a friendly, family environment

THE graduate

THE family woman

Kate, 28 journalist for a local newspaper/upto date with current affairs/the independent/ cocktails/gym goer/pilates/seeking a magical space for the honeymoon

THE independent traveler

THE NEWLYWED

CONSUMER PROFILES

Ollie, 22 single/international business degree/ social butterfly/outlook + horizon festival/ snowports/travels for new experiences

THE BIG IDEA My idea for the campaign is ideas driven; it focuses on creating a connection rather than displaying a service. For brands such as John Lewis idea is key; they make every decision on the word ‘trust’; which we are well aware has led them to great success with their campaigns. With this in mind, it is built around the idea of ‘Common Misconceptions’.

A misconception is described in the Collins English Dictionary (10th Edition) as “a false or mistaken view, opinion, or attitude” and it becomes common when multiple people share the same incorrect understanding. This is derived from the fact that ‘Belonging’ to most people means ‘being a part of something’, evolving we are all a part of; it is universal, and knowledge is at the forefront of our ability to evolve – for example, thanks to Christopher Columbus we now know that the world is round and it seems ridiculous to think of it in any other way, however, previous to this people were led to believe that the World was flat, and to them this was their perceived truth. The campaign I’ve created confronts some of the most common misconceptions head on, increasing the viewer’s knowledge. Scott (2006) told us to “consider two classes of interest incentives which are of direct importance to the writer of advertisements [one being] incentives which awaken our curiosity…Man is endlessly curious”. The campaign will awaken people’s interests by feeding that curiosity and creating a sense of surprise when they discover the

truth, thus provoking excitement. This concept will enable two things: firstly it will build trust between Airbnb and the viewer - which has proved to be an issue for the company, and secondly there will be the notion of wanting to share the newfound knowledge with a friend or family member - e.g. ‘did you know…’ - generating a feeling of community (as well as of word of mouth advertising for Airbnb). Other campaigns that work off building a ‘community’ feeling include the successful ‘Life’s made for sharing’ advert by T-Mobile (see fig. 11). The video will consist of 11 clips showing the journey from Space to the inside of a highly desirable Airbnb home in China, filmed from a ‘point of view’ angle. All of the clips will be intertwined with a fly through motion, slowing at the several points the reveal the fact – for example that bats aren’t actually blind. All of the facts will be in the first person, i.e. ‘I am Christopher Columbus’, ‘Balance, the best of my 20 senses’. This will increase the viewers immersion into the advert; Sutherland and Sylvester (1993) explain “the action is more easily experienced in the first person because we project

ourselves into the identity”, this is important as the captions lead up to ‘I belong anywhere…I am Airbnb’. Clive Challis also tells us “You see a picture in tension with words. The whole image is like two live electric cables: one is the picture, one is the words. The viewer grasps the cables, creating an electric shock and sparks in their head” (Ingledew 2011), reinforcing the importance of the text to the campaign. The print advert will run off of the same concept; it will be a satellite image of China and read ‘You cant see China from space…but you can experience it with Airbnb. Knowledge is power’.

Figure 11

VISUAL INSPIRATION This campaign is inspired by the ‘Give in to GU’ advert, which creates intrigue by showing things that we are tempted to do (see fig. 12). It is a video that has always resonated with me because it creates such a strong desire to know more, specifically what is being advertised. The way the video is filmed helps to translate their idea clearly; it makes use of ‘point of view’ shots, using a gentle zoom and transfer of lens focus to clearly show the relevant parts of the shot. These ideas will be transferred to the Airbnb campaign; the point of view shot will zoom in allowing a smooth transition between each clip; for example it will zoom in from the initial shot of the World, to China, onto the Great wall of China, into a circus tent with Contortionists inside, and so on. As the shots will be on a bigger scale that those in the GU advert, it’s not important to have a sharp and soft focus, instead all of the shot will be clear, and it will be the flythrough motion that will pinpoint the focus.

Figure 13

Figure 12

Given the nature of the word ‘belonging’ and need to inject excitement into the campaign, I have taken visual influence from bold design sources. The first influence is John Baldesseri; a conceptual artist who is perhaps best known for replacing the photos of people in photographs with circles of solid colour (see fig. 13). I will use this technique in the penultimate shot of the traveller and host in the video, alongside the caption that reads ‘I belong anywhere’. Blocking the travelers face will give them an anonymous identity, signifying that it doesn’t matter who the person is, we can all belong anywhere. The second influence is Graphic Designer Saul Bass, who was a great designer of title sequences and film posters amongst many other things (see fig. 14). Bass was fond of using three colours in his work; a strong primary colour, such as red or blue, alongside secondary colours black and white. This has inspired my colour palette for the campaign, which will make use of a vivid orange, black and white. Elkan (2009) suggests that “Colours function as a subtle primer, exerting a direct influence on motivation and behaviour without individuals’ conscious awareness”, orange has incredibly relevant connotations such as physical comfort, warmth, security and fun, therefore will help to translate that sense of belonging in a subconscious way. As orange is a bright colour, the strength of black and white sit clearly beside or on top of it. Saul Bass was also renowned for his Hitchcock typeface, which I will be utilizing in the campaign captions to build the connection to this reference.

Figure 14

CONCLUSION AND OUTCOMES Ultimately, this campaign will target Airbnbâ&#x20AC;&#x2122;s biggest issues to reach a sense of belonging; building trust between the company and viewer by overcoming misconceptions, whilst also creating a feeling of community through sharing; heightening the audienceâ&#x20AC;&#x2122;s awareness of Airbnb. The visual inspiration helps to brings the campaign alive through a combination of playful typography and a bold colour scheme, which will also ignite a sense of familiarity for viewers who tune into these visual references. All of these elements combined will consequently grow the feeling of belonging out to both existing and new audiences alike. [2,713 words]

PRINT MOCK-UP:

Figure 15

Figure 16

VIDEO STORYBOARD:

Sample (Aged 18+)

Research method

Online Survey

Interview

Discover what ‘Belonging’ means to a range of people.

To find out what consumer’s opinions on various aspects of Airbnb were.

Purpose

RESEARCH METHODOLOGY

Could ask people to extend their answers. All participants gave an insightful response.

Could show participants videos to ensure responses were informed. Easier to analyse/get insight.

Strengths

Respondents felt pressure due to lack of anonymity. Harder to analyse data because of its qualitative nature.

Difficult to obtain a good number of responses. Could not go back to a question that needed answering in greater depth.

Weaknesses

A range of responses justified that ‘Belonging’ does have variation in meaning to each person.

Gave helpful insight to Airbnb so I could tailor a campaign around the company’s strengths and weaknesses.

Outcomes

The interview was successful but would’ve been more effective with a higher number of participants.

The questionnaire did give me good insight, however I think a focus group would’ve better suited the research being conducted so that I could expand some questions where data needed to be deeper.

Effectiveness of research method

Friendly

It’s cheap

Not staying in hotels

Yes

Not much I am afraid

Yes

The chance to meet locals and experience their way of life.

Nothing

What (if anything) appeals to you about this service?

Yes

“Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodation around the world — online or from a mobile phone.” Baring in mind this description and the previous video; would you use this service instead of a Hotel or B&B when travelling?

APPENDIX

The risk that you don’t know what the quality of the accommodation

shady providers

Nothing

to personal

I don’t know enough about the service offered to make an informed decision.

I don’t really know how it works

What would discourage you from using this service?

To experience a different culture

Getaway and relax

Meet new people

What do you go on a ‘holiday’ for?

Adventure e.g. extreme sports

Do you find this advert relatable?

18-25

50+

18-25

50+

26-35

And finally, which age group are you?

It looks as though there are lots and lots of different places you could go to and stay.

The chance to gain real experiences

Yes

Unique - a one off experience that is much more special.

Being able to book via mobile phone is fast and convenient.

Yes

The advert made it seem quite interesting and exciting.

Yes

Bad press surrounding them

Standards that wouldnâ&#x20AC;&#x2122;t meet hotel equivilents (price dependent)

Not knowing whether what you see in the pictures/ what the host says is truthful to what you are getting

To experience a different culture

Getaway and relax

Meet new people

Getaway and relax

I have not heard To experience a different of this service culture before so I am unfamiliar with the company and the process of booking.#

Adventure e.g. extreme sports

Getaway and relax

To experience a different culture

Hidden or hiked fees.

18-25

26-35

CONSENT FORMS Nottingham Trent University School of Art and Design

introduction for questionnaires. I am researching Airbnb, and as part of that project am interested in your experiences/views about the service, what its providing, and your preferred choices in relation to holidays. The information you provide will be collated with others and analysed so that I will gain insight for my project, in order to create a well-informed campaign for the company. The information provided will be treated in strictest confidence and you will not be individually identified in any presentations of the results. All questionnaires will be kept in accordance with the Data Protection Act and destroyed at the end of the project.

IDEA GENERATION + DEVELOPMENTS

LIST OF REFERENCES Airbnb Press (2013) New Study: Airbnb Community Generates $824 Million in Economic Activity in the UK [online]. Available at: http://airbnb.co.uk/press/news/ new-study-airbnb-community-generates-824-million-in-economic-activity-inthe-uk (Accessed: 11 January 2015). Belk, R. (2014) ‘You are what you can access: Sharing and collaborative consumption online’, Journal of Business Research, 67(8), pp. 1595–1600. doi: 10.1016/j.jbusres.2013.10.001. Belk, R. (2014b) ‘You are what you can access: Sharing and collaborative consumption online’, Journal of Business Research, 67(8), pp. 1595–1600. doi: 10.1016/j.jbusres.2013.10.001. Birch, A., Malim, T., Wadeley, A. (1997) Perspectives in Psychology (Introductory Psychology). Second Edition. United Kingdom: Basingstoke, Hampshire : Macmillan, 1997. Collins English Dictionary - Complete & Unabridged. 10th Edition. HarperCollins Publishers. Downes, L. (2013). A Spare Room for Debate. Harvard Business Review [online]. 26 June 2013, Available at: http://Hbr.org/2013/06/a-spare-room-for-debate/ (Accessed: 11 January 2015). Economic Impact (2014). Airbnb’s positive economic impact in cities around the world [online]. Available at: http://airbnb.com/economic-impact/ (Accessed: 11 January 2015). Elkan, D. (2009) ‘The psychology of colour: Why winners wear red’, New Scientist, 203(2723), pp. 42–45. doi: 10.1016/s0262-4079(09)62292-2. Follow Me (2014). Follow Me: introducing Airbnb’s first ever song [online]. Available at: http://blog.airbnb.com/introducing-airbnbs-first-ever-song/ (Accessed: 11 January 2015). Ingledew, J. (2011) The a-z of visual ideas: how to solve any creative brief. United Kingdom: Laurence King Publishing. Posner, H. (2011) Marketing Fashion: Portfolio Series. United Kingdom: Laurence King Publishing. Salter, J. (2012) ‘Airbnb: The story behind the $1.3bn room-letting website’ [online]. Available at: http://www.telegraph.co.uk/technology/news/9525267/airbnb-thestory-behind-the-1.3bn-room-letting-website.html (Accessed: 11 January 2015). Salter, J. (2012b) ‘Airbnb: The story behind the $1.3bn room-letting website’ [online]. Available at: http://www.telegraph.co.uk/technology/news/9525267/ airbnb-the-story-behind-the-1.3bn-room-letting-website.html (Accessed: 11 January 2015). Scott, W. D. (2006) The Psychology of Advertising: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising. United States: Kessinger Publishing, LLC. Sutherland, M., Sylvester, A. and Sylvester, A. (1993) Advertising and the Mind of the Consumer: What Works, What Doesn’t and Why? Second Edition. United Kingdom: Kogan Page Ltd.

LIST OF ILLUSTRATIONS Figure 1 Airbnb logo [digital image]. Available at: http://www.logodesignlove.com/images/ identity/airbnb-logo-meaning.jpg [Accessed 14 January 2014] Figure 2 Welcome to Airbnb [digital image]. Available at: https://www.youtube.com/ watch?v=dA2F0qScxrI [Accessed 14 January 2014] Figure 3 Maslows Triangle [digital image]. Available at: http://www.winemarketingpros. com/wp-content/uploads/maslowtriangle.gif [Accessed 14 January 2014] Figure 4 Airbnb home [digital image]. Available at: http://www.Airbnb.co.uk [Accessed 14 January 2014] Figure 5 Stamp [digital image]. Available at: http://i.dailymail.co.uk/i/pix/2009/09/30/article0-06A29643000005DC-436_224x279.jpg [Accessed 14 January 2014] Figure 6 Wall and Chain [digital image]. Available at: https://www.youtube.com/ watch?v=BpAdyFdE3-c [Accessed 14 January 2014] Figure 7 Bride [digital image]. Available at: http://hdwallpaperfun.com/wp-content/ uploads/2014/10/Bride-Woman-Outdoor-Wallpaper-High-Res-Pics-7777.jpg [Accessed 14 January 2014] Figure 8 Man in suit [digital image]. Available at: http://hearingcareblog.com/wp-content/ uploads/2012/06/Man_Suit_50594467.jpg [Accessed 14 January 2014] Figure 9 Woman smiling [digital image]. Available at: http://www.womenempowered.ca/ blog/wp-content/uploads/2010/07/venetia-about1.jpg [Accessed 14 January 2014] Figure 10 Rich, A., Graduation [digital image]. iStock. Available at: http://colorlines.com/ archives/2011/03/texas_group_offers_scholarships_exclusively_for_white_ males.html [Accessed 14 January 2014] Figure 11 Lifes made for sharing [digital image] Available at: https://www.youtube.com/ watch?v=VQ3d3KigPQM [Accessed 14 January 2014] Figure 12 Give in to GU [digital image]. Available at: https://www.youtube.com/ watch?v=ET27UVu0BZQ [Accessed 14 January 2014] Figure 13 Baldessari, J., Circles [digital image] Available at: http://www.pagebondgallery. com/static/uploads/artist-images/BaldessariStonehengeWith2PersonsOrange_ LB.jpg [Accessed 14 January 2014] Figure 14 Bass, S., Vertigo [digital image] Available at: http://vaughanjordan.files.wordpress. com/2011/10/1_saul_bass_posters.jpg [Accessed 14 January 2014]

Figure 15 Satellite of China [digital image]. Available at: http://upload.wikimedia.org/ wikipedia/commons/e/ea/China_satellite.png [Accessed 14 January 2014] Digital Billboard [digital image]. Available at: http://d.fastcompany.net/multisite_ files/fastcompany/imagecache/1280/poster/2013/11/3022142-poster-ba-digitalbillboard.jpg [Accessed 14 January 2014] Figure 16 Satellite of China [digital image]. Available at: http://upload.wikimedia.org/ wikipedia/commons/e/ea/China_satellite.png [Accessed 14 January 2014]

BIBLIOGRAPHY A Conversation with John Baldessari. Available at: http://thegroundmag.com/aconversation-with-john-baldessari (Accessed: 12 January 2015). Airbnb host welcomes travelers from all over. New York Times. Available at: nytimes.com/2014/04/27/nyregion/airbnb-host-welcomes-travelers-from-all-over (Accessed: 12 January 2015). Airbnb Press (2013) New Study: Airbnb Community Generates $824 Million in Economic Activity in the UK [online]. Available at: http://airbnb.co.uk/press/news/ new-study-airbnb-community-generates-824-million-in-economic-activity-inthe-uk (Accessed: 11 January 2015). Belk, R. (2014) ‘You are what you can access: Sharing and collaborative consumption online’, Journal of Business Research, 67(8), pp. 1595–1600. doi: 10.1016/j.jbusres.2013.10.001. Belk, R. (2014b) ‘You are what you can access: Sharing and collaborative consumption online’, Journal of Business Research, 67(8), pp. 1595–1600. doi: 10.1016/j.jbusres.2013.10.001. Birch, A., Malim, T., Wadeley, A. (1997) Perspectives in Psychology (Introductory Psychology). Second Edition. United Kingdom: Basingstoke, Hampshire : Macmillan, 1997. Collins English Dictionary - Complete & Unabridged. 10th Edition. HarperCollins Publishers. Downes, L. (2013). A Spare Room for Debate. Harvard Business Review [online]. 26 June 2013, Available at: http://Hbr.org/2013/06/a-spare-room-for-debate/ (Accessed: 11 January 2015). Economic Impact (2014). Airbnb’s positive economic impact in cities around the world [online]. Available at: http://airbnb.com/economic-impact/ (Accessed: 11 January 2015). Elkan, D. (2009) ‘The psychology of colour: Why winners wear red’, New Scientist, 203(2723), pp. 42–45. doi: 10.1016/s0262-4079(09)62292-2. Follow Me (2014). Follow Me: introducing Airbnb’s first ever song [online]. Available at: http://blog.airbnb.com/introducing-airbnbs-first-ever-song/ (Accessed: 11 January 2015). Frick, T. (2010) Return on engagement: content, strategy, and design techniques for digital marketing. United Kingdom: Focal Press/Elsevier. Ingledew, J. (2011) The a-z of visual ideas: how to solve any creative brief. United Kingdom: Laurence King Publishing. McCandless, D. (no date) Knowledge Is Beautiful: A Visual Miscellaneum of Compelling Information. United States: HarperCollins Publishers. Posner, H. (2011) Marketing Fashion: Portfolio Series. United Kingdom: Laurence King Publishing. Pricken, M. (2002) Creative Advertising: Ideas and Techniques from the World’s Best Campaigns Planning and Producing World Class Advertising Campaigns. United Kingdom: Thames & Hudson Ltd. Psychological properties of colours. Available at: colour-affects.co.uk/ psychological-properties-of-colours (Accessed: 12 January 2015).

Salter, J. (2012) ‘Airbnb: The story behind the $1.3bn room-letting website’ [online]. Available at: http://www.telegraph.co.uk/technology/news/9525267/airbnb-thestory-behind-the-1.3bn-room-letting-website.html (Accessed: 11 January 2015). Salter, J. (2012b) ‘Airbnb: The story behind the $1.3bn room-letting website’ [online]. Available at: http://www.telegraph.co.uk/technology/news/9525267/ airbnb-the-story-behind-the-1.3bn-room-letting-website.html (Accessed: 11 January 2015). Scott, W. D. (2006) The Psychology of Advertising: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising. United States: Kessinger Publishing, LLC. Sutherland, M., Sylvester, A. and Sylvester, A. (1993) Advertising and the Mind of the Consumer: What Works, What Doesn’t and Why? Second Edition. United Kingdom: Kogan Page Ltd. Veksner, S. (2010) How to make it as an advertising creative. Laurence King Pub. Figure 1 Airbnb logo [digital image]. Available at: http://www.logodesignlove.com/images/ identity/airbnb-logo-meaning.jpg [Accessed 14 January 2014] Figure 2 Welcome to Airbnb [digital image]. Available at: https://www.youtube.com/ watch?v=dA2F0qScxrI [Accessed 14 January 2014] Figure 3 Maslows Triangle [digital image]. Available at: http://www.winemarketingpros. com/wp-content/uploads/maslowtriangle.gif [Accessed 14 January 2014] Figure 4 Airbnb home [digital image]. Available at: http://www.Airbnb.co.uk [Accessed 14 January 2014] Figure 5 Stamp [digital image]. Available at: http://i.dailymail.co.uk/i/pix/2009/09/30/ article-0-06A29643000005DC-436_224x279.jpg [Accessed 14 January 2014] Figure 6 Wall and Chain [digital image]. Available at: https://www.youtube.com/ watch?v=BpAdyFdE3-c [Accessed 14 January 2014] Figure 7 Bride [digital image]. Available at: http://hdwallpaperfun.com/wp-content/ uploads/2014/10/Bride-Woman-Outdoor-Wallpaper-High-Res-Pics-7777.jpg [Accessed 14 January 2014] Figure 8 Man in suit [digital image]. Available at: http://hearingcareblog.com/wp-content/ uploads/2012/06/Man_Suit_50594467.jpg [Accessed 14 January 2014] Figure 9 Woman smiling [digital image]. Available at: http://www.womenempowered.ca/ blog/wp-content/uploads/2010/07/venetia-about1.jpg [Accessed 14 January 2014] Figure 10 Rich, A., Graduation [digital image]. iStock. Available at: http://colorlines.com/ archives/2011/03/texas_group_offers_scholarships_exclusively_for_white_

males.html [Accessed 14 January 2014] Figure 11 Lifes made for sharing [digital image] Available at: https://www.youtube.com/ watch?v=VQ3d3KigPQM [Accessed 14 January 2014] Figure 12 Give in to GU [digital image]. Available at: https://www.youtube.com/ watch?v=ET27UVu0BZQ [Accessed 14 January 2014] Figure 13 Baldessari, J., Circles [digital image] Available at: http://www.pagebondgallery. com/static/uploads/artist-images/BaldessariStonehengeWith2PersonsOrange_ LB.jpg [Accessed 14 January 2014] Figure 14 Bass, S., Vertigo [digital image] Available at: http://vaughanjordan.files.wordpress. com/2011/10/1_saul_bass_posters.jpg [Accessed 14 January 2014] Figure 15 Satellite of China [digital image]. Available at: http://upload.wikimedia.org/ wikipedia/commons/e/ea/China_satellite.png [Accessed 14 January 2014] Digital Billboard [digital image]. Available at: http://d.fastcompany.net/multisite_ files/fastcompany/imagecache/1280/poster/2013/11/3022142-poster-ba-digitalbillboard.jpg [Accessed 14 January 2014] Figure 16 Satellite of China [digital image]. Available at: http://upload.wikimedia.org/ wikipedia/commons/e/ea/China_satellite.png [Accessed 14 January 2014]

N0425657 CAITLIN THOMAS FASH20031 FASHION COMMUNICATION AND PROMOTION COMMUNICATION AND MESSAGE