For its first major and integrated national campaign, Airbnb worked with San Francisco-based agency Pereira & O’Dell and commissioned five artists to create birdhouses inspired by 50 of their coolest listings all over the globe.
In an article on the NY Times, Airbnb’s Chief Marketing Officer Amy Curtis-McIntyre said the goal of the campaign is to build awareness for the company among guests and hosts. The campaign uses migratory birds and birdhouses as metaphors for travelers who are looking for a place that feels like home.
Some of the accommodations that were used as inspirations for the birdhouses included a San Francisco Victorian house, a mushroom-shaped cabin in California, and a cottage in Cheshire, England. The birdhouses are hung on an oak tree in Audubon Park in New Orleans.
Airbnb and Pereira & O’Dell also created a film featuring the artists and the birdhouses. The film is featured on the campaign’s website, which also features the 50 birdhouses and the listings that inspired them.
A 2-minute version of the film will be shown in cinemas in some cities like Boston, Chicago, Los Angeles, Miami, and more. The film will also appear on the Travel Channel program “Mysteries at the Museum” on December 19th. It will also be shown on websites like BBC, Dwell, Brit & Co., and Lonely Planet. Afar Magazine will feature the campaign on a full-page ad in its January issue.
Source: NY Times