Airbnb PR Evolution
Category: Altro
è stato aggiornato: 21 dic 2017
Autori
Created byCallum
Attachments
Eventi
“At first, we thought, surely you would
never stay in a home because you wanted
to, you would only stay there because it
was cheaper. But that was such a wrong
assumption.” - Brian Chesky, CEOEst. August, 2008*Launch App for guests, w/ home
price evaluation, and instant book."Community Marketplace Airbnb Offers
the Widest Variety of Distinctive Rental
Spaces in More Than 8,000 Cities and 166
Countries with over 700,000 Nights Booked"In 2010, every minute a night of
travel was booked on Airbnb.In 2009, every five minutes a night of
travel was booked on Airbnb.In 2011, every 10 seconds a night of
travel was booked on Airbnb.In 2012, every two seconds a night of
travel is booked on Airbnb.“A pioneer of the new sharing economy.”
-Press release“There is nothing more important to us
than the trust of our community. With the
Airbnb Host Guarantee and this new suite
of over 40 features, we are renewing our
commitment to earning their trust,”
- Brian Chesky, CEO$112M series BPartners w/ Theresa Payton, former White
House CIO and Director of Cybersecurity
Programs at Command Consulting GroupAirbnb dubbed illegal in New York.“Airbnb is helping regular New Yorkers in
all five boroughs pay their bills by sharing
the home they live in and the city they love
with travelers from around the world,”
- Brian Chesky, CEOBrand overhaul to ‘Belo’ symbol-as-a-logo“Airbnb is "moving towards [an] end-to-end
experience proposition where the core of the
Airbnb brand value proposition transcends
accommodation." - Jonathan Mildenhall, CMOLaunch ‘Live There’ Campaign
*Largest campaign to date*"Airbnb Community Generates $61 Million in
Economic Activity in Portland" - Airbnb Study"Belong anywhere."
- New Airbnb sloganHost's home is vandalized and burglarized.Airbnb encourages New Yorkers to lower
their prices for Hurricane Sandy victims.Airbnb partners with San Francisco and
Portland to help communities respond to
emergencies, identifying hosts who are
willing to help displaced people.$1.5B Series E Funding$1B Debt Financing RoundPeriodi
"Book rooms with locals, rather than hotels."
- Original investor deckBoilerplateFocus on benefits to users: variety and ease
of use for guests, and broad audience for
hosts. Begin describing the community aspect,
connecting people, and encouraging
‘local experiences’ in ‘unique spaces’.
Highlights importance of safety and trust.Focus shifts to improved security offering
to hosts, highlighting technological
changes, and advertising the opportunity
to ‘Monetize your extra space’. The word
‘trusted’ was removed from their
boilerplate.BoilerplateShift of focus back to ‘connecting people’,
building community, and introducing
customer service. Stronger effort to highlight
contribution to local communities / economies.Pending illegalization in various cities results
in an increase of statements and studies
release by Airbnb, describing the economic
benefit it provides to communities and citizens.Serious investment into visual rebrand
aligns with a fresh company recognition,
doubling down on their intended perception
of friendly, experiential, community values.
The logo mark is promoted as a viral icon,
encouraging users to re-create and share
the brand."Travel like a human"
- New Airbnb taglineSample of an long event
Comments