FIG 1
CONTENTS PAGE 1&2
- CONTENTS
PAGE 3&4
- BELONGING
PAGE 5&6
- INRODUCTION TO AIRBNB
PAGE 7&8
- AIRBNB PROMOTIONS
PAGE 9-12
- THE NEW AUDIENCE
PAGE 13&14 - INSPIRATION PAGE 15&16 - COLLABORATION PAGE 17&18 - #REACHOUT PAGE 19&20 - STORYBOARD PAGE 21&22 - CAMPAIGN PRINT PAGE 23&24 - CONCLUSION PAGE 25&26 - HOST & GUEST REPRESENTATION PAGE 27
- REFERENCES
PAGE 28
- BIBLIOGRPAHY
PAGE 29&30 - ILLUSTRATIONS PAGE 31
- RESEARCH METHODOLOGY
PAGE 32-34 - APPENDIX Lisa Hynard N0511550 Fashion Communication and promotion Communication and Message FASH20031 Module Leader:Claire Phipps Word Count: 2347
FIG 2
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FIG 4
FIG 3
There is an innate need in our heart to identify with a group, both for protection and for security, to discover and affirm our identity, and to use the group to prove our worthiness and goodness, indeed, even to prove that we are better than others. The birth of a good society comes when people start to trust each other, to share with each other, and to feel concerned for each other. ~ Jean Vanier – Becoming Human
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WHAT DOES
BELONGING
The definition of the term ‘Belong’ is acceptance of a natural member or part: a sense of belonging. Or personal items that one owns: possessions. Belonging can be interpreted differently to each individual, therefore to gather an understanding of people’s views I conducted a survey asking my audience what belonging meant to them. Some say its seeing value in people around you and the way they make you feel; a feeling of reassurance; being with people you can trust and feel safe with; feeling loved/ needed; a community or family. With this response it became clear that people depend on others in order to receive that sense of belonging, it’s the primary drive of human kind, to connect, to be accepted and feel safe. And in some form or another, this is unknowingly an indecisive way of life that is experienced all over the world. But belonging isn’t just about what makes us similar it’s also about learning from the things we do differently. We are all from different communities but does that mean you can you only belong to one? It’s about travel and experiences, and being welcomed into someone else’s home or culture. It’s a term which carries a big impression. Air bnb recognise this, and make this the soul of their brand.
MEAN TO YOU?
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HOW DOES IT
“With Airbnb, more people are earning the extra money they need to pay their bills or pursue their dreams.”
WORK?
HOW AIRBNB STARTED
-CEO Brian Chesky
Air Bnb is a San Francisco based Travel Company which was set up in 2008 by Brian Chesky, Joe Gebbia and Nathan Blecharczyk. They came up with the idea of putting air beds into their loft and renting them to delegates attending a design conference. Seven years later and now Air bnb is one of the world’s fastest-growing travel companies worth 10 billion – More than the Post office, Saga and the AA combined. Bigger than internet favourites such as Snapchat, Dropbox, Zoopla and the Train line. Air bnb offers over 100,000,000 properties in 190 countries, with most popularity in areas through Europe and Paris. It enables users to book the most unique accommodation all around the world whether it’s for a few nights or months, with 85% of Air bnb users wanting to ‘live like locals’. Air bnb has gained this popularity by offering good-value accommodation in destinations where it is at a premium. It is especially favourited in the United States and European city centres during peak periods of travel such as festivals or for conferences. Airbnb provides an online marketplace for ‘hosts’ to rent spare rooms or properties. Hosts can specify the type of accommodation showing avaiiable booking periods and set ‘house rules’, and upload photos. Airbnb targets two consumers, hosts and guests, differing from competing accommodating websites by enabling a personal connection between the two. Guests can speak to the hosts before they travel creating a friendly and welcoming service. The hosts are the people who use Airbnb service to rent out their space and the guests are the travellers who rent it out. “Airbnb is creating a door to an open world and bringing tourists to neighbourhoods they might have missed,” said Airbnb CoFounder and CEO Brian Chesky. Through this Airbnb not only provide accommodation for travellers but they provide an experience for both the guest and host.
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BELONG
ANYWHERE WITH
FIG 6
AIRBNB As soon as you visit Airbnb’s website you are hit with a sense of belonging through the use of their slogan “Welcome home”. You are greeted by photographs of hosts and a selection of places to visit, for example ‘Helen’s Home, Edinburgh’, this is instantly a friendly and positive vibe created by the website. From the friendly gesture of welcoming someone into your home, to forming a friendship and giving somone an experience they wont forget. The aim of the brand is to bring the world together by challenging one obstacle at a time. A sense of home and belonging is one of the main focuses of Airbnb and this is marketed well through a variety of their campaigns such as Twitter hashtags #belonganywhere and #onelessstranger
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inviting you to participate with their campaign to tell your story and share your experience. This has been a success and now there are many different Host and Guest stories available to view. This is all expressed through their website as well as Airbnb’s YouTube channel. Their approach through YouTube videos is very personal, with hand crafted scenery and props as imagery with an upbeat soundtrack played throughout creating a positive atmosphere. They use descriptive terms when promoting their accommodations available such as “handmade hideaways” and “castle in the clouds” making their places sound original and dreamy.
THE
NEW
AUDIENCE
Statistics from May 2014 have shown that consumers ages 16-44 are the most interested users when booking accommodations through Airbnb. Leaving only 39% of its users to the age group of 45+. So why are so little of the older generation using Airbnb? This is where the marketing for Airbnb needs to improve, it’s time to focus targeting the company’s downfall of 45+ consumers. “We have all felt lonely at some time in our lives. It can be a terrible, debilitating emotion. It can leave us feeling trapped and unable to cope. But thankfully, for most of us, it is a temporary feeling: one which we suffer after a crisis or major change in our lives but which we are able, eventually, to overcome.” – Campaign to End Loneliness. However unfortunately research shows us that 10% of people feel lonely all or some of the time, which has been a repeating issue for five decades. Older people are more likely to have loved and lost resulting in a sense of loneliness and isolation. 62% of adults aged 52 and over have been widowed and 51% of the same group who are separated or divorced (Beaumont, 2013) all of which claim to feeling lonely some of the time or often. There are also other transitions that cause loneliness, like redundancy, retirement or decline in health. It’s a factor which is holding back this sector of people from being in communication with others and spurting out from their comfort zone. Therefore I have chosen to target the older generation as it is different to any consumers Airbnb have targeted, broadening their audience and allowing the older generation to meet new people, share experiences and make friendships.
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FIG 7
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The new consumer for Airbnb is 50+ male or female with an interest in exploring new countries and building friendships with people around the world. They’re At the perfect age, having their children grown up they have to freedom to explore and are excitable about new experiences and learning other people’s cultures and ways of life. Now is the time to endure their journey, either with their partner, social groups or alone; on a path to a new self-discovery. Their hobbies include cooking, knitting, reading, attending exercise classes and being at one with nature. Their ideal place of travel is one with an historical background, a natural earthly environment, peaceful yet cultured such as Italy, Africa and India. An ideal day out consists of sight-seeing, visiting a Safari and taking part in an authentic cuisine cooking class. The older generation today are much wiser now than ever before when it comes to technology, with that in mind my consumer spends 15 hours a week browsing the internet either by computer or iPad. Frequently reading Prima magazine and other books either paperback or on the kindle and keeping up to date with global issues featured in The Daily Mail. Most of all they have an open mind and an enthusiastic approach to life.
FIG 12
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The Berlin campaign was the most inspiring advert when it came to thinking of a new concept. Although The Berlin wall is a story which affected so many lives in a negative way, they managed to turn it into something wonderful, a touching, heart-warming story. This is what made me realise that the older generation has so much wisdom and have experienced things that they should want to share and tell to their children and grandchildren, passing on their knowledge and tales.
FIG 11
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FIG 12
For my campaign I aim to target a 50+ consumer, especially those who are lonely. Airbnb is a brand passionate about belonging, so let’s make everybody feel as though they are part of something. How do you reach out to those alone? With the help of the charity ‘Campaign to End Loneliness’ we will bring awareness and inspiration for a happier lifestyle to our consumers. Campaign to End Loneliness are a group of volunteers who dedicate their time to arranging activities and social groups with those classified as lonely, as well as raising awareness to the health risks linked with this issue. Through working with the charity it will bring groups of people together making a friendship right from the very start with the option to explore using Airbnb together. The majority of older people would like to travel but don’t have no one to travel with. This is a start to an expanding solution.
FIG 13
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#REACHOUT My digital and print campaign is surreal and engaging, capturing the viewers’ attention. For my digital campaign I aim to capture the natural elements of the skin, the wrinkles and indents of the hands showing their age and the journeys they’ve been on, and the new ones they can embark on with Airbnb. The lines will translate into the lines of a map connecting countries together, telling a story of a guest’s journey of well-being and friendship. The lines on your hand represent your heart line, head line, life line, and fate line. Each individual has unique lengths, and indents of these lines, showing that everybody will gain an individual interpretation of their journey with Airbnb, resulting in a personal new outlook on life. I’ve chosen to use lines on a map to show that Airbnb is on a global scale, and that everyone will find that sense of belonging, because everyone belongs somewhere. The idea behind my campaign is to express love and care, to #Reachout and give that helping hand to those in need, and to #Reachout of your comfort zone and start creating an adventure. I’ve used the #Reachout as a motivational tool in conjunction with the current #Belonganywhere. The initial scene will open with a black and white palm heightening the lines on the hand by using a high contrast, representing a guest of Airbnb. The black and white represents the lack of spark and life within the person. Gradually a glowing line will form along the indents of the palm showing the path
of which they are travelling, resembling points on a map, forming a trail. The camera shot will zoom into the glowing line into snapshots of the real life events that have taken place for this person displaying the new experiences they’ve gained from travelling with Airbnb, showing the destinations and the activities they’ve participated in. These scenes will show the different styles of accommodations from treehouses to apartments, and activities such as Safari walks; hikes showing the breath-taking views, and socialising with locals, viewing the markets and tasting new cuisines. This will promote the opportunities available when you #Reachout and travel with Airbnb. For the next clip the camera will zoom out and return back to the hand, with the glowing line formed stronger and now with another vertical hand meeting it, which is representative of the host. However this hand is in colour. The host’s hand moves towards the guest’s hand till they touch. When they make this connection the colour is passed through the guest’s hand turning it into colour also. The story behind this campaign is to show how your life can be transformed by the experiences and the friendships you make. The colour being passed to the guest’s hand shows the positive impact after connecting with the host. Through travelling with Airbnb and becoming in connection with your Host and locals enabled you to feel that sense of belonging.
FIG 14
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STORYBOARD
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FIG 26 26 FIG
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My print campaign will be linked to my digital campaign by having close-up of two hands from two individuals, connecting through their fingertips, representing the guest and host’s journey to one another. The glowing lines resembling points on a map will appear on both hands, showing their journeys as to how they became in contact, connecting their glowing lines together. This is a visualisation of friendship from across two countries, how people from far apart can leave an imprint on each other’s lives and form a bond. The print campaign will contain the slogan Reach Out and Belong Anywhere. Both of my campaigns represent belonging by showing the contact of two hands symbolising a common bond, a friendship and a caring nature. FIG 27
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YOU
As a conclusion this is a concept that not only widens Airbnb’s target audience but also leaves a positive impact on those who tend to be overlooked or un-noticed. We are all human and all should be able to receive that comforting sensation and feel accepted in terms of belonging. My campaigns have expanded from Airbnb’s current advertisements “create a world which inspires human connection”. This inspired me into targeting those in need of human connection the most. From a young age were programmed into ‘don’t talk to strangers’, but that’s not what Airbnb is about, it’s about making that instant connection and immediately wiping the world ‘stranger’ from the experience. It’s time people stand beside one another for we are all humankind, and together we can learn from each other and share new experiences. Spontaneity is something I am in favour of so #Reachout and make an impact. #belonganywhere with Airbnb.
BELONG 23
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FIG 28
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REFERENCES
Lizzie Porter. (08 Aug 2014). Airbnb: do the bargains come at a price?. Available: http://www. telegraph.co.uk/travel/travelnews/11020812/Airbnb-do-the-bargains-come-at-a-price.html. Last accessed 07 Jan 2015. David Eccles. (N/A). Airbnb. Available: http://gotentrepreneurs.com/project/airbnb/. Last accessed 07 Jan 2015.
BIBLIOGRAPHY Harriet Posner (2011). Marketing Fashion. Europe: Laurence King Publishing. Full. Hess, Jay, Pasztorek, Simone (2010). Graphic Design for Fashion. London: Laurence King. Full.
Airbnb. (N/A). Airbnb Economic Impact. Available: http://blog.airbnb.com/airbnb-economic-impact/. Last accessed 07 Jan 2015.
Jeremy Myerson. (2014). Digital Technology. Available: http://www.ageuk.org.uk/professionalresources-home/knowledge-hub-evidence-statistics/debates-on-ageing/digital-technology/. Last accessed 07 Jan 2015.
Statista. (2014). Interest in Renting Accomodation. Available: http://www.statista.com/ statistics/298996/interest-in-services-such-as-airbnb-worldwide-by-age-group/. Last accessed 07 Jan 2015
Airbnb. (2014). Homepage. Available: https://www.airbnb.co.uk/?af=1922719&c=A_ TC%3Dycep4my3j2%26G_MT%3Db%26G_CR%3D37389906516%26G_N%3Dg%26G_K%3Da irb%26b%26G_P%3D&gclid=CPD0-Kv4k8MCFSX3wgod0KoAeA. Last accessed 07 Jan 2015.
Helena Herklots. (2014). Alone in the Crowd; loneliness and diversity. Available: http://www. campaigntoendloneliness.org/resources/. Last accessed 07 Jan 2015.
Air bnb. (2014). #onelessstranger. Available: https://www.youtube.com/user/Airbnb. Last accessed 07 Jan 2015.
Jean Vanier (2008). Becoming Human. New Jersey: Paulist Press. 75
Airbnb. (2014). Hosts Simons dream. Available: https://www.youtube.com/watch?v=JPSoAVGhDPY. Last accessed 07 Jan 2015.
Airbnb. (2014). Wall and Chain. Available: https://www.youtube.com/results?search_ query=air+bnb+guest+stories. Last accessed 07 Jan 2015.
Palmistry Room. (N/A). The Major Lines. Available: http://psychiclibrary.com/beyondBooks/palmistryroom. Last accessed 08 Jan 2015. Age uk. (N/A). Loneliness and isolation evidence review. Available: http://www.ageuk.org.uk/ documents/en-gb/for-professionals/evidence_review_loneliness_and_isolation.pdf?dtrk=true. Last accessed 07 Jan 2015.
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ILLUSTRATIONS FIG 1: Harrison Weber. (2014). Top designers react to Airbnb’s controversial new logo. Available: http:// venturebeat.com/2014/07/18/top-designers-react-to-airbnbs-controversial-new-logo/. Last accessed 12/01/2015.
FIG 15: Own Image
FIG 2: Marina. (2014). N/A. Available: https://create.airbnb.com/en/symbol/20c97385-3a6b-491e-bd3702ff70547f26.html?af=18100860&c=create_pinterest. Last accessed 12/01/2015
FIG 17: Own Image
FIG 3: Alessandro Scarpellini. (N/A). Blank. Available: http://aessestudio.tumblr.com/post/92443399270. Last accessed 12/01/2015. FIG4: Andrew Schapiro. (2014). Making the move from a tech to a lifestyle brand. Available: http://www. wearedesignstudio.com/works/airbnb-brand/. Last accessed 12/01/2015. FIG 5: F&F. (2014). How airbnb started. Available: http://notes.fundersandfounders.com/post/82297315548/ how-airbnb-started. Last accessed 12/01/2015.
FIG 16: Own Image
FIG 18: Airbnb. (2014). Homepage. Available: https://www.airbnb.co.uk/rooms/1415908. Last accessed 12/01/2015 FIG 19: Natural Migrations. (N/A). TANZANIA HORSE SAFARI. Available: http://www.naturalmigrations.com/ HorseSafariTanzania.htm. Last accessed 13/01/2015. FIG 20: Alejooo. (2008). N/A. Available: https://www.flickr.com/photos/alejooo/2885441600/. Last accessed 13/01/2015.
FIG 6: Airbnb. (2014). Homepage. Available: https://www.airbnb.co.uk// Last accessed 07 Jan 2015.
FIG 21: Apanee. (N/A). Top Rate Apt. Center+5mins BTS/MRT. Available: https://www.airbnb.co.uk/ rooms/372279. Last accessed 12/01/2015.
FIG 7: Husain Kuhan’s. (2013). APNI TAMANNA SAY. Available: https://iamhusainkhan.wordpress.com/ category/love-shayari/page/13/. Last accessed 12/01/2015.
FIG 22: IndiaTimes. (2013). Simple Ways to Add Extra Years to Your Life. Available: http://www.indiatimes. com/health-and-fitness/simple-ways-to-add-extra-years-to-your-life-55103.html. Last accessed 13/01/2015.
FIG 8: Own Image FIG 9: Own Image
FIG 23: Joanna Prisco. (2014). ‘I turned my apartment into a restaurant!’. Available: http://nypost. com/2014/03/25/new-web-site-lets-amateur-cooks-turn-apartments-into-restaurants/. Last accessed 13/01/2015.
FIG 10: N/A. (2012). Hormone:Men and Women. Available: http://www.bioactivenutrients.com/Hormone-MenWomen/products/8/. Last accessed 12/01/2015.
FIG 24: Missy B. (2013). Wasatch 100 volunteer report . Available: http://berkelmissy.blogspot. co.uk/2013_09_01_archive.html. Last accessed 13/01/2015.
FIG 11: Maiaria Kososki. (2014). Airbnb Breaks Down Walls while Opening Up Doors. Available: http://www. brandingmagazine.com/2014/11/11/airbnb-breaks-down-walls-while-opening-up-doors/. Last accessed 07/01/2015.
FIG 25: Own Image
FIG 12: Anna Goodman. (2012). Campaign to End Loneliness. Available: https://agescotland.wordpress. com/2012/01/17/campaign-to-end-loneliness/. Last accessed 13/01/2015.
FIG 27: Own Image
FIG 13: N/A. (2012). The Facelift Diet. Available: http://www.womansown.co.uk/health-fitness/age-less-diets/ winter-skin-no-worries/?utm_campaign=relatedarticles&utm_source=wordpress&utm_medium=plugin. Last accessed 13/01/2015.
FIG 26: Own Image
FIG 28: Elyse Glickman . (2014). Ready for Primetime. Available: http://lucire.com/2013/1003ll0.shtml. Last accessed 12/01/2015.
FIG 14: Mindee Ball. (2014). Airbnb Gets a New Look. Available: http://wayvs.com/read-2/page/13/. Last accessed 13/01/2015.
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RESEARCH METHODOLOGY For my primary research, I conducted an online survey. I conducted a survey as it acts as a base to progress from when researching. They are a great way to receive consumers honest opinions as the majority of participants are anonymous. They are convenient for people to fill out, as they are not time-consuming. They also provide percentages, summarising your feedback efficiently. The downfall to surveys is that they are very broad and at access to everyone. They lack creativity and the information may not be as specific to your research as needed. The outcome I received from this gave me an idea about the popularity of Airbnb, general information about travelling preferences and peoples thoughts on belonging. I didn’t feel as though this method of research was as helpful as I hoped when targeting my consumer, I feel like it could have been more specific. However, it did help knowing people’s perceptions of belonging and gathering an idea of how to target that through my campaign. As another primary resource I used was an over the phone interview with a single man and a married woman. The positives of this method is that it enables you to hear opinions of the target market and gain an insight into their preferences relating to my concept. It’s convenient and you’re able to receive more detailed answers and ask further questions. The weaknesses linked with this is that it’s very informal as there’s no face to face communication, and it’s not always reliable information. I found the information I received from the phonecalls the most helpful, as it allowed me into the mind of the consumer and I was able to target my campaign so it suit them best, by talking about the activities that interested them most e.g. being at one with nature. I would have liked to of spoken to more of my target consumers, and will be sure to have a substantial amount of consumers insights for future briefs. My secondary research was gathered from websites and books. This is used to retrieve information that already exists such as facts, figures and insights. It provides you with knowledge and inspires ideas, enables you to back up your content with significant figures and useful resources. Whilst this is most helpful, the internet is editable to the people of the public, lacking reliability. It’s often not specific to the Researchers needs. I find books a great resource for finding inspirational quotes, the only downside is that reading them in order to find the ‘perfect’ quote can be timeconsuming. I found many facts to back up my reasons behind my campaign and why I chose to target the 50+ market. These are effective however in future I’d like to gather various information across different medias such as leaflets and magazines.
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APPENDIX INTERVIEW TRANSCRIPT JANET Me: “Hi there, it’s Lisa” Janet: “Hey, hope you’re okay” Me: “’ fine thank you, I was hoping you could answer some questions in regards to my Airbnb brief I am working on. The aim of my brief is to target a new audience for Airbnb providing them with a sense of belonging.” Janet: “Okay yeah, that’s absolutely fine” Me: “Just to check, you are familiar with the company Airbnb?” Janet: “I am, yes” Me: “Okay great, How old are you?” Janet: “Oh gosh, Do I have to say? I am 52” Me: “Thanks Janet, what are your hobbies? Janet: “I don’t know really, I would say looking after my daughter and being at one with nature” Me: “Okay, and would you be more inclined to travel alone or as a group?” Janet: “As a group definitely!” Me: “If there was a local social group in your area, and they arranged travelling with Airbnb for you, would you go as a social?” Janet: “If I didn’t have the kids and my partner, it’s something I would use yeah” Me: “What’s your ideal destination for travel?” Janet: Oh I would love to go on a Safari, and really be at one with nature” Me: “That does sound lovely! Would you like to explore different types of accommodation rather than a hotel?” Janet: “Oo a treehouse would be nice!” Me: “And last of all Janet, Would you like to live like a local during your travels?” Janet: “Yes, that’s a better way of getting familiar with the country, It allows integration and helps understand.. Oh what’s the word.. Culture!” Me: “Okay perfect, Thank you for your time Janet!” Janet: “You are more than welcome, Bye”
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SURVEY RESULTS
2
40+
25
18-
INTERVIEW TRANSCRIPT
6-30
31-40
AGE OF SURVEY USERS
PREFERENCE WHEN BOOKING ACCOMODATION
FEELING NEEDED
FAMILY BEING PART OF SOMETHING
87%
REASSURANCE BEING WITH PEOPLE YOU LOVE AND TRUST
LIKE MEETING NEW PEOPLE
13%
DISLIKE MEETING NEW PEOPLE
VE HA
BEING PART OF SOMETHING
POSSESSION
7%
33
33% 9% 41% 17%
COMMUNITY
NOT FEELING DIFFERENT
Me: “Hi there, it’s Lisa” David: “Hey, how you doing?” Me: “’ I’m all good thank you, I was hoping you could answer some questions in regards to my Airbnb brief I am working on. The aim of my brief is to target a new audience for Airbnb providing them with a sense of belonging.” David: “Yeah sure, ask away” Me: “Just to check, you are familiar with the company Airbnb?” David: “I am indeed” Me: “Okay perfect, How old are you?” David: “I am 58” Me: “Okay and what are your hobbies? David: “Erm, hard to say really, I enjoy sports, live and on TV. I also enjoy long walks an appreciate a good scenery” Me: “Brilliant, and would you be more inclined to travel alone or as a group?” David: “On my own, I like to be in my own company, it enables me to be more social when meeting others” Me: “And if there was a local social group in your area, and they arranged travelling with Airbnb for you, would you go as a social?” David: “No” “Me: “What’s your ideal destination for travel?” David: “It would have to be Northumberland for the scenery and the chilled way of life” Me: “yeah I’d like that too; would you like to explore different types of accommodation rather than a hotel?” David: “Someone’s apartment or log cabin would be rather nifty!” Me: “Okay and this is the last question, would you like to live like a local during your travels?” David: “Yes most definitely, it adds to the experience and makes you feel like part of the community!” Me: “Okay perfect, thank you for your help Dave!” David: “Your welcome, Bye”
‘BELONG’
SEEING VALUE IN PEOPLE & THE WAY THEY MAKE YOU FEEL
DAVID
INTERPRETATION OF THE TERM
% 68
25% WO U 34
LD U
SE A
IRBN
B
EN V HA
’T