MARCH 7, 2018 MEDIA PLANNING
Joe Brian 190 countries and 34,000 cities.
S W O T Threats Th Opportunities Op es We Weaknesses Str Strengths ths Cyber attacks Shifting ● ● Not publicly ● Online ● New Entrants cultural ● traded company New dynamics in ● Bias from ● They are ● regulations and the USA hosts legislation private Rise of AI and ● Young automatization ● They utilize ● Corporate company ● WOM well Social Activism
● Total Budget : 8.4 million ● 44% of budget on National Magazines ○ Travel publication Airbnbmag (2017) ● 29.5% spent on Digital Advertising ● 0.14% spent on Spanish Cable
Insights ● Analysis of audience showed a lack of diversity in visitors ● The company has found itself the subject of critical reports about discriminatory housing practices. ● Minorities prefers to engage with content on sites and channels targeted directly and specifically to them ● Minority groups are currently one of the largest spenders in the nationals buying power ● Airbnb spent the least of their 2017 budget on Spanish Cable
Considerations Millennials were Lodging is the Compiled data the only second source of from Airbnb generation to travel related website,Nielsen, report an increase spending $210B - and the U.S. in intended travel. 4.5% growth. Census.
Media Campaign Objectives Advertising Marketing Increase brand Increase Airbnb recall of “Airbnb revenue by 10 Belongs percent. Everywhere” by 40 percent.
Media Objectives TARGET AUDIENCE ● Position 2018 media campaign to target minority millennial travelers BUDGET ● Achieve sales promotion, geography, scheduling and timing, creative, on a budget of $20 million SCHEDULING/TIMING ● Develop a pulsing schedule outlining the execution of content heavy-up months (September -November, May - August) GEOGRAPHY ● National and international advertising, spot advertising, social, and out of home SALES PROMOTION ● Increase brand awareness by 40 percent by targeting identified markets promoting “Airbnb Belongs Everywhere” culture TRACKING ROI ● Use Google Analytics (ads), gross sales margin (television) and KPI’s/Google Analytics (social)
Target Audience Analysis Airbnb’s Target Audience ● Single or married Latino, African-American, and Asian millennials ● Ages 21-34, residing in metropolitan cities ● Full-time professional, management, business related employment ● Household median annual income of $40k or more Age Demographics ● Values experiences over things - 65 percent of Millennials are saving for travel ● Millennial families - primary driver of increased travel, compared to U.S. travelers ● Most active user on platform - best brand recall potential Professional Occupations ● More likely to earned a bachelor's or graduate degree ● More disposable income ● Higher probability of vacationing
Target Audience Analysis MILLENNIALS ● Millennials are the most diverse generation PRIMARY TARGET MARKET ● 60 percent embrace home sharing Ages 21-34 ● Usage increased more than 120% Both genders ● Dense populations in metropolitan areas Multicultural ethnicities Single/married $40k+ METROPOLITAN AREAS ● Minorities represent more than half population in 10 states ● Core cities with steady growth ● Airbnb’s target audience resides in 25 core cities
Creative Brief OVERVIEW The campaign positions Airbnb as a cost effective, convenient platform to secure future unique lodging experiences. Airbnb customers value independence. Airbnb understands travel can be stressful, so seamless experiences matter. THE BIG IDEA “Airbnb Serves the Masses” The single most important message to communicate is Airbnb’s zero tolerance for discrimination. DRIVER Targets should choose Airbnb as their first choice for rental accommodations. The campaign will increase rental bookings and decrease the perception of racism. When considering travel, targets should recall our slogan “Airbnb Belongs Everywhere.” COMPETITORS HomeAway/VRBO, Booking.com, Trivago, Homestay and Outdoorsy MEDIA MIX/ACTION PLAN Promote campaign with national and international print ads, magazine ads and television spots. BUDGET Employ national and local using tactics to promotions, sponsorships and partnerships. ..
Media Strategies
Instagram Influencers @travelisthenewclub @TravelNoire 80.2k Followers 416k Followers ● Targets millennial ● Targets millennial travelers interested black travelers in popular locations ages 18-34. around the globe. ● Shares most ● Shares a calendar popular locations of all major events ● Large following in the world. within a niche ● Quirky relationship market. with their audience.
Instagram Influencers Airbnb will determine 5 Instagram travel bloggers to stay at an Airbnb of their ● choice. Influencers will share and capture their stay via photos, videos, and Instagram ● Stories shared on their personal pages. Airbnb will feature one of the influencers daily on their account @AirBnb. ● Follower Participation: Influencers will invite their followers to: 1. Follow @AirBnb on Instagram. 2. share why they deserve a dream trip. 3. Tag a friend they’d like to take with them. Two wis will receive a trip for two to one of the 190 countries and 34,000 cities AirBnb is located.
#SeaTheWorld X AirBnb and Southwest present #SeaTheWorld. We want to make travel more accommodating for you. We're partnering to create a travel experience that allows you to 'sea the world' and not do damage to your pockets. Whether your dream destination lies off the Mediterranean, the South China sea or closer to the Baltic, Southwest will take you there, and AirBnb will ensure you have a place to stay. Why not earn miles while you sleep?
#SeaTheWorld ● Southwest Rapid Rewards Members can now earn 1 mile per $1* on all Airbnb stays. (1 point per dollar spent on Airbnb) ● New Airbnb customers who are Southwest Rapid Reward members will get their 1st night free!
Out-of-Home Ad campaign targeting millennials in populated urban U.S. cities like: ● LA ● Chicago ● New York ● Miami ● Dallas
Television BELONG ANYWHERE Imagine a place you’d like to call your home, then find it on AirBnb.
Flow Chart
Television: Transit: VH1 LA Metro BET Metropolitan Transportation Authority WE TV Chicago Transit Authority BRAVO Miami-Dade Transportation E! Online Dallas Area Rapid Transit MTV Telemundo Hulu Netflix Billboards: Long Beach and Compton Brooklyn, Queens, Manhattan and Staten Island Chicago, Auburn Park, Back of the Yards , Washington Park, Humboldt Park and Logan Square Dallas, West Dallas, Western Park and Pleasant Grove Miami, Overtown, Little Haiti, Liberty City and Coconut Grove
Rationale
Why this works: Targets well- Strong Addresses fixed defined audiences awareness of the budgets and cost on heavy-traffic power of effectiveness social platforms influencer marketing
THANKS! Any questions?
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