MARCH 7, 2018 MEDIA PLANNING Joe Brian 190 countries and 34,000 - - PowerPoint PPT Presentation

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MARCH 7, 2018 MEDIA PLANNING Joe Brian 190 countries and 34,000 - - PowerPoint PPT Presentation

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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

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MARCH 7, 2018 MEDIA PLANNING

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190 countries and 34,000 cities. Joe Brian

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S W O T

Str Strengths ths

  • Online

company

  • They are

private

  • They utilize

WOM well We Weaknesses

  • Not publicly

traded

  • Bias from

hosts

  • Young

company Op Opportunities es

  • Shifting

cultural dynamics in the USA

  • Rise of AI and

automatization

  • Corporate

Social Activism Th Threats

  • Cyber attacks
  • New Entrants
  • New

regulations and legislation

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  • 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
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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

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Considerations

Lodging is the second source of travel related spending $210B - 4.5% growth. Compiled data from Airbnb website,Nielsen, and the U.S. Census. Millennials were the only generation to report an increase in intended travel.

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Media Campaign Objectives

Advertising

Increase brand recall of “Airbnb Belongs Everywhere” by 40 percent.

Marketing

Increase Airbnb revenue by 10 percent.

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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)
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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
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Target Audience Analysis

PRIMARY TARGET MARKET Ages 21-34 Both genders Multicultural ethnicities Single/married $40k+ MILLENNIALS
  • Millennials are the most diverse generation
  • 60 percent embrace home sharing
  • Usage increased more than 120%
  • Dense populations in metropolitan areas
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
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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. ..
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Media Strategies

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Instagram Influencers

@TravelNoire

416k Followers

  • Targets millennial
black travelers ages 18-34.
  • Shares most
popular locations
  • Large following
within a niche market.

@travelisthenewclub

80.2k Followers

  • Targets millennial
travelers interested in popular locations around the globe.
  • Shares a calendar
  • f all major events
in the world.
  • Quirky relationship
with their audience.
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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.

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X

#SeaTheWorld

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?

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  • 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!

#SeaTheWorld

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Out-of-Home

Ad campaign targeting millennials in populated urban U.S. cities like:

  • LA
  • Chicago
  • New York
  • Miami
  • Dallas
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Television

BELONG ANYWHERE

Imagine a place you’d like to call your home, then find it on AirBnb.
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Flow Chart

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SLIDE 21 Television: VH1 BET WE TV BRAVO E! Online MTV Telemundo Hulu Netflix Transit: LA Metro Metropolitan Transportation Authority Chicago Transit Authority Miami-Dade Transportation Dallas Area Rapid Transit 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
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Rationale

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Why this works:

Targets well- defined audiences

  • n heavy-traffic

social platforms Strong awareness of the power of influencer marketing Addresses fixed budgets and cost effectiveness

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THANKS!

Any questions?