Superbrand Brief Book

New York Marathhon is—

NY Marathon­ Go the Extra Mile 10 November 2014

Q3 ‘14 02.

New York Marathhon is—

01.

New York Marathhon is—

02.

New York Marathhon is—

The Ne Maratho largest m in the w 03.

New York Marathhon is—

ew York on is the marathon world.

04.

New York Marathhon is—

Over 50K runners finish with over 2M spectators watching.

05.

01.

New York Marathhon is—

Many travel from outside Manhattan and the surrounding boroughs to watch and participate.

06.

02.

Tension—

New Yo pace, c and dogattitude a toug 07.

Tension—

ork’s fast crowds, -eat-dog e make it gh city.

08.

New York Tension— Marathhon is—

09.

01.

New York Tension— Marathhon is—

02.

10.

Tension—

11.

Tension—

Leading up to race day, every unexpected variable can affect a runner’s performance and introduce unnecessary anxiety about the race.

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Tension—

13.

Tension—

14.

Provocative Question—

How can help vis NYC fee at ho 15.

Provocative Question—

n Airbnb sitors to el more ome?

16.

Strategy—

New Yorkers are known for their willingness to go above and beyond in supporting their communities during good times and bad.

The Aribnb community of Hosts in New York is no diferent.

Go the Ex 17.

Strategy—

xtra Mile 18.

Strategy—

New Yorkers go the extra mile to open up their homes and create experiences of belonging in NYC for visitors from all around the world. Wether its providing access to incredible design, sharing local insights, or supporting strangers in need during natural disasters— NYC hosts all have a story of their “extra mile.”

19.

Strategy—

Airbnb believes strongly in this spirit of support and community and will join New Yorkers throughout the five boroughs during the NY Marathon to celebrate going the extra mile to make a difference. We will shine the spotlight on our New York hosts and through them welcome guests, cheer runners, and engage local fans.

20.

Objectives—

The Big Goal— Create a better regulatory environment in NYC Increase organic supply growth and activate dormant supply Increase purposeful brand awareness Increase meaningful community engagement and support

Deliverables— Digital OOH Assets—

TV Spots­—

Simon Film—Crowdsourcing hosts

Two 15 second spots featuring animated béloman

Simon Film—Simon’s story Landing Page for social

21.

Objectives—

Key Messages There are two distinct messages being shared, both ultimately tagged #GoTheExtraMile— Airbnb Hosts are proud to create belonging at the NYC Marathon (Bélo Man) NYC hosts the world (Simon Wheatcroft)

Why Its Magical The Legacy

Measurement

Through our hero, Simon Wheatcroft, we will share a compelling and emotional narrative that pays tribute to the hosts who exemplify personal hospitality and create belonging.

The success of the NY Marathon campaign will be measured against the following metrics and their corosponding goals:

Increased brand awareness, preception shift towards Airbnb as normal and ubiquitious, and increasingly stable environment for future growth.

Positive Press Mentions— 100 Press mentions Organic Supply Growth— 5% increase in growth rate Social Engagement— 10K marathon-related RT’s Increased awareness— 3% uptick in awareness Increased Favorability— 1% increase in favorability

Budget— $1M Timing— Functional Leads to draft their Strategic One-Pagers

by Monday 12/8

Stakeholders— Ayni Raimondi, Becca Fanning, Alex Beauchamp, Azadeh Rasmussen, Jennifer Yuen, Diane Chour, Andrew Schapiro, Lindsey Linger

22.

Owner— Cam Ferrin Brand Strategy cameron.ferrin@airbnb.com 480-236-9148

Objectives—

23.

Objectives—

24.

New York Marathon Brief—

25.

Summary—

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26.

Beta Briefs—

Functional Leads— Team

Strategy

Experiential Marketing

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Social Content

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Community

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Communications

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27.

Beta Briefs—

Deliverables

Timing

Budget

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New York Marathhon is—

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