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Airbnb PR Evolution
4 months ago
“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, CEO
Est. 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 B
Partners w/ Theresa Payton, former White House CIO and Director of Cybersecurity Programs at Command Consulting Group
Airbnb 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, CEO
Brand 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, CMO
Launch ‘Live There’ Campaign *Largest campaign to date*
"Airbnb Community Generates $61 Million in Economic Activity in Portland" - Airbnb Study
"Belong anywhere." - New Airbnb slogan
Host'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 Round
"Book rooms with locals, rather than hotels." - Original investor deck
Focus 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.
Shift 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 tagline
Sample of an long event
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