To kick off 2015, Airbnb initiated a challenge to create a world where everyone felt a sense of belonging, ultimately resulting in #OneLessStranger. Today, the company is taking that mission to the next level in the launch of the first ever television and cinema campaign in Australia called ‘Never a Stranger’.
It’s apparent the world is getting used to staying in strangers’ homes. It took four years for Airbnb to get to one million guests and now, in the past two years alone, Airbnb has seen roughly 30 million guests and has over one million listings globally. At the heart of this campaign is Ellie, who in a letter to her Airbnb host lays out the emotional journey of her travels, from addressing her friends’ concerns about her staying with strangers, to the delight she experienced throughout her travels across the globe, making friends and embracing the local culture along the way – feeling a true sense of belonging no matter where she goes.
In creating Never a Stranger, Airbnb took a personal approach in engaging its host community, the most important part of the brand, featuring actual hosts and listings across the globe. This put the community front and centre, bringing these local hosts and businesses to life and showing the world what it’s really like staying in another person’s home.
The five cities Ellie visited – New York, Paris, Tulum, Tokyo and Rio – are brought to life through a dedicated microsite that allows you to explore and hear from local business owners and hosts who make traveling on Airbnb a magical experience – Alyssa with her Brooklyn apartment in New York, Axelle and Antoine in Paris with their cosy flat, Miki and her traditional garden in Tokyo and many more.
The campaign will be featured across the US, UK and Australia with media buys in broadcast, digital, cinema and social. Airbnb worked with TBWA/Chiat/Day to bring the brand and its community to life.