The task of this project was to plan an integrated public communications campaign for our client, Airbnb Asia Pacific. The team was responsible from the research of Airbnb's market in the Asia Pacific to the structuring of campaign strategy and tactics.

 

The team first conducted research to understand the current market position of Airbnb in the China and Japan. Based on this research, we recognised that there is a strong potential in the Chinese market in growing the number of outbound tourists using Airbnb's services. However, due to minimal amount of localised content, Airbnb's name as well as its services were not renown amongst Chinese travellers.

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Therefore, the public relations campaign revolved around localising Airbnb by focusing on the aspect of cultural exchange that differentiates the "Airbnb experience" from other accommodation alternatives such as hotels. The main strategies proposed were the use of mascot characters, engaging social media content, and influencer marketing.