Airbnb tells travelers to act like a local

20 April 2016

Advertiser: Airbnb

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Airbnb tells travelers to stop being basic… and throw out your selfie stick.

Airbnb has launched a new campaign, by TBWA\Chiat\Day, urging travellers to embrace local culture and avoid tourist traps.

According to data from Airbnb, 86% of its users pick the platform because they want to live more like a local. That insight of living rather than visiting inspired the brand's latest and largest marketing campaign, 'Live There'.

The narrator advisers over footage of selfie sticks and packed tour boats saying: “"Don't go to Paris. Don't tour Paris, and please don't do Paris.”

The concept behind the campaign is to push back against the modern tourism industry and capture the idea that people shouldn't simply go to a new place, they should live there, even if only for one night.

AdNews spoke global CMO Jonathan Mildenhall in March, where he announced Airbnb would be rolling out a new brand platform.


Agency: TBWA\Chiat\Day
Creative: Stephen Butler, Brent Anderson, Kevin Butler, John Figone, Michael Flannery, Chris Mizutani, Rafael Goncalves, Sarah Johnston, Logan O'Brien
Account: James Vincent, Kelly Lee, Jenn Wong, Matt Theisen, Teddy Notari, Aubrey Larson, Kelli McDonald
Planning: Neil Barrie, Jennifer Costello, Emilie Arrive, Farid Mozafari
Production: Brian O'Rourke, Darryl Hagans,Joseph Haldemann, Dena Moore, Kat Urban, Karishma Singh
Business Affairs: Linda Daubson, Maryam Ohebsion
Traffic: Gus Mejia
Client: Airbnb
Chief Marketing Officer: Jonathan Mildenhall
Global Marcom Director: Brian Irving
Head Of Advertising: Peter Giorgi
Global Marcom Manager: Marion Link
Global Marcom Manager: Alessandra Cuetara
Global Head Of Production: Rachel Holbrook
Global Production Lead: Holly Butler
Production Associate: Nion McEvoy Jr
Media Manager: Rachael Haley
Social Media Manager: Jasmine Atherton
Production – RSA
Director: Anna Sandilands + Ewan McNicol
President: Jules Daly
Executive Producer: Marjie Abrahams
Head of Production: Elicia Laport
Line Producer: Jan Wieringa, Julie Sawyer
Prod Supervisor: Stephen Strosin
Dir. Of Photography: Jim Jolliffe
Global Stylist: Thom Murray
Editorial – Rock Paper Scissors
Editor - Tokyo, Paris, LA: Damion Clayton & Marjorie Sacks
Editor - Anthem: Adam Pertofsky & Marjorie Sacks
Post Producer: Shada Shariatzadeh
Assistant Editor: Mike Spagnoli
Telecine/Film Transfer – MPC
Colorist: Mark Gethin
Sounds Studio: Lime
Audio Mix: Lime
Online Editorial: A52
Executive Producer: Kim Christensen
Producer: Drew Rissman


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