Why have a cookie cutter travel experience when you can live like a local? That's the idea at the heart of "Live There," Airbnb's largest brand campaign to date, which debuted today.
Created out of TBWA/Chiat/Day L.A., the campaign features an anthem spot that urges would-be travelers to think differently about their next trip:
"Don't go to Paris, don't tour Paris and please, don't do Paris," a voiceover urges atop scenes of the city's most famous landmarks like the Eiffell Tower and the Arc D'Triomphe. "Live in Paris," it then asserts before cutting to warm, familial scenes of people letting loose and hanging out as if they're locals in neighborhoods like Malibu, California, Shinagawa in Tokyo and the East Village in NYC.
Along with the broadcast spot, Airbnb has also created a series of print ads which feature Pinterest-style images of travelers who look at home in various locales like a Tokyo artist's loft, a California poolside or a cozy Paris apartment. Each one reads: "Live there. Even if it's just for a night."
The campaign bows as Airbnb unveils a series of new features on its app designed to help travelers live more like a local. Those include "Bespoke Matching," a re-engineered search function that allows consumers to focus their search with more preferences; a neighborhood matching system called "Get to Know Neighborhoods" and "Guidebooks" compiled by Airbnb hosts that offer tips on best of their neighborhoods, including top local joints and unique travel ideas.
"The number one reason people chose to travel on Airbnb is they want to live like a local," said Brian Chesky, Airbnb co-founder and CEO in a statement. "They don't want to be tourists stuck in long lines, fighting with the crowds to see the same thing as everyone else. Our hosts offer more than just generic hospitality -- they welcome travelers from around the world into their communities. Today is the start of an exciting journey to help people not just go somewhere, but truly live there."