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About Airbnb • Started in 2008 • Based in San Francisco • Available in 191+ countries • Over 2 million listings
Then And Now • From budget apartment sharing to a luxury brand • Celebrities like Rihanna, Beyonce, Gwyneth Paltrow, and Jonas bros have embraced Airbnb
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Current Messaging • Sentimental tone • Focuses on unique travel experiences, localized touches, and human connection • “Don’t Just Go There, Live There” • #LiveThere • “Belong Anywhere”
Current Partnerships
Why Integrate? • Never partnered with prime time TV show before • Social media could improve • Hotels are adapting and becoming more of a direct competitor again
Campaign goals • Position Airbnb as premiere choice over hotels • Promote love of travel and exploration • Grant viewers greater access into the world of The Bachelor • Expand social media following and increase engagement
Campaign Timeline
Airbnb + Bachelor Premiere Party • Held in rentable mansion in LA area • Bachelor and popular former contestants and couples in attendance • Cool Airbnb and Bachelor themed swag • Airbnb discounts offered to fans who follow @BachSnaps
Good Morning America • Custom segments featuring Airbnbs • Airs Mondays • Tells viewers to tune in later and visit website • On Valentine’s Day, show will give promo code for $50 Airbnb credit
Her Airbnb Promercials • Series of custom spots utilizing clips from the show and custom footage of Airbnb homes • Matches a contestant’s personality and style to an Airbnb listing
Digital Promercials Digital pod 0 sponsorship that drives to website
ABC.com Airbnb Portal • Layout similar to regular Airbnb site • Destination specific exclusive scenes • Fantasy Suite wish list • Over season, highlights cities travelled • Redirects to Airbnb.com
Fantasy Suite Sponsorship • Airbnb will provide three Airbnb homes as Fantasy Suites in-show • Verbal mention by cast member • 2-3 home features of property • Virtual tours of suites on ABC.com
Ocho Rios
Oracabessa
Montego Bay
Fantasy Suite Contest
Fantasy Suite Sweepstakes • Twitter sweepstakes • #LiveYourFantasy • Winners will get to choose a Fantasy Suite seen in show and get to do all the activities seen in show as well as suggested by the real Airbnb host
Bachelor Mansion On Airbnb • $1500 a night for entire house • Available to rent during summer
Thank You!