Airbnb Asks, 'Why Vacation Somewhere When You Can Live There?'

Brand Bows Largest Campaign to Date

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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."

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About

Credits
Date
Apr 19, 2016
Agency:
TBWA/Chiat/Day Los Angeles
Client:
Airbnb
Creative Production:
Stephen Butler
Creative Production:
Brent Anderson
Creative Production:
Kevin Butler
Creative Production:
John Figone
Creative Production:
Michael Flannery
Creative Production:
Chris Mizutani
Creative Production:
Rafael Goncalves
Creative Production:
Sarah Johnston
Creative Production:
Logan O'Brien
Account:
James Vincent
Account:
Kelly Lee
Account:
Jenn Wong
Account:
Matt Theisen
Account:
Teddy Notari
Account:
Aubrey Larson
Account:
Kelli McDonald
Planning:
Neil Barrie
Planning:
Jennifer Costello
Planning:
Emilie Arrive
Planning:
Farid Mozafari
Production:
Brian O'Rourke
Production:
Darryl Hagans
Production:
Joseph Haldeman
Production:
Dena Moore
Production:
Kat Urban
Production:
Karishma Singh
Business Affairs:
Linda Daubson
Business Affairs:
Maryam Ohebsion
Traffic:
Gus Mejia
Chief Marketing Officer:
Jonathan Mildenhall
Global Marcom Manager:
Marion Link
Global Marcom Manager:
Alessandra Cuetara
Global Head of Production:
Rachel Holbrook
Global Production Lead:
Holly Butler
Production Associate:
Nion McEvoy Jr.
Media Manager:
Rachael Haley
Social Media Manager:
Jasmine Atherton
Production Co.:
RSA
Director:
Anna Sandilands
Director:
Ewan McNicol
President:
Jules Daly
Execuitve Producer:
Marjie Abrahams
Head of Production:
Elicia Laport
Line Producer:
Jan Wieringa
Line Producer:
Julie Sawyer
Production Supervisor:
Stephen Strosin
Director of Photography:
Jim Jolliffe
Global Stylist:
Thom Murray
Editorial Co.:
Rock Paper Scissors
Editor - Tokyo, Paris, LA:
Damion Clayton
Editor - Tokyo, Paris, LA:
Marjorie Sacks
Editor (Anthem):
Adam Pertofsky
Editor (Anthem):
Marjorie Sacks
Post Producer:
Shada Shariatzadeh
Assistant Editor:
Mike Spagnoli
Telecine / Film Transfer:
MPC
Colorist:
Mark Gethin
Sound Studio:
Lime
Audio Mixer:
Lime
Online Editorial:
A52
Executive Producer:
Kim Christensen
Producer:
Drew Rissman

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