"Could Be" Airbnb IMC Campaign

Digital IMC Campaign By: India Stephenson, Jake Cryan, and Christine Collins

Brand Analysis:

Brand Analysis:

Brand Analysis:

Brand Analysis: § "This new branding changes the whole identity and expression of the company(A, Carr. 2014)” Says Airbnb CEO, Brian Chesky.

Brand Analysis: § Current Marketing Strategy § Digital § Facebook § Twitter § Instagram § Email Marketing § Display Advertisements § Airbnb app

Brand Analysis: § KEY COMPETITORS § Hotels § Vacation Rental Companies § VRBO.com § HomeAway.com § Couchsurfing.com

Consumer Analysis: Primary: Twenty-Somethings

Consumer Analysis: Secondary: Businesspeople

Problems and Opportunities: § Competitors

Problems and Opportunities: § Host Guarantee Program

Problems and Opportunities: § Rebrand

Digital IMC Campaign Strategies: §

Goal: to increase awareness and increase traffic to the Airbnb Website by generating leads.

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Objectives: § Increase visits to the Airbnb website § Increase online and social presence

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Strategies: Use digital media specifically display ads and social media

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Tactics: § Display ads § Sponsored ads on Facebook and Instagram

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Search Engine Optimization Print ad

Digital IMC Campaign Strategies:

§ The “Could Be” Campaign § Evoke the audience’s desire to travel § Use travel imagery § Tone: fun and exciting § Call to action www.Airbnb.com

Digital IMC Campaign Strategies:

§ Search Engine Optimization § Website is optimized § Use Google AdWords § Key words/phrases will include: § “This could be you” § “You could be here” § Travel § Backpack § Vacation § Accomodation

Digital IMC Campaign Strategies:

§ Display Advertisements § Dropdown and Static Banner Ads

Digital IMC Campaign Strategies:

§ Print Ad § Will be placed in magazines and digital magazines

Digital IMC Campaign Strategies:

§ Social Media § Native Advertising § Sponsored Instagrams § Sponsored Stories- Facebook

Evaluation:

§ Survey on Airbnb landing page § How did you find us? § Options: § Search Engine § Facebook § Instagram § Billboard § Print Ad § Other ________

Questions/Comments?

Thank You!