Airbnb is to roll out its first TV ads in Australia today, pitching it as the go-to destination if you want to experience a place in the same way as the locals.
All the properties on Airbnb are stunning and exquisite, of course.
At the heart of the campaign is a single, attractive girl who is keen to tune-in to the genuine, not the touristy, sides of New York, Paris, Tulum, Tokyo and Rio, which it has to be said, are shot beautifully and made to look exquisite. All the homes Ellie stays in are equally as exquisite and of course, her hosts open up their lives to her with ease. At no point does it make reference to the fact that local landlords use Airbnb to flog their tourist flats. Ahem.
The ads are part of the company's Never A Stranger theme Never a Stranger site to go live today.
The TVCs/videos will be featured in Australia, the US and the UK across broadcast, digital, cinema and social. Airbnb worked with TBWA/Chiat/Day to bring the campaign to life.
Airbnb has almost 30m profile users and has over one million listings for properties across the world.