Associated FacultyJuliana Fernandes
During Spring 2016, students enrolled in STC434 - Advertising Campaigns developed a full scale advertising campaign for Airbnb.
As people grow tired of paying high rates for drab hotels, Airbnb is quickly emerging as a brilliantlysuccessful pioneer in a developing industry. However, as the company grows exponentially, itdoes face one troubling conundrum: it’s not catching on as quickly in the United States withHispanics, the fastest growing demographic in the country. While the company is healthy andthriving, leaving Hispanics behind would be an enormous missed opportunity.
ENGAGE THE HISPANIC MARKET, PERSUADETHEM TO BOOK WITH AIRBNB, AND, MOSTIMPORTANTLY, CREATE AWARENESS.
With a high awareness level and a positive reputation, Airbnb is in a good position.Yet, Hispanics are hesitant to use Airbnb because of unfamiliarity with home-sharing. For them, the home is a sacred space. With Airbnb, the world has neverbeen so accessible. Once far-fetched dreams are now achievable and affordable.Airbnb is a home away from home for travelers, and is far superior to a genericchain hotel. How can Airbnb persuade the world of its potential, while breakingdown these deep-rooted misconceptions?
We had face-to-face conversations with our target market and discovered thattomorrow is an exciting place. Tomorrow, their next adventure is waiting for them.Pushing them to act on their dreams, our campaign will encourage travelers toimagine tomorrow and make it a reality with Airbnb.