Airbnb is one of the companies in the tourism industry that has revolutionised the accommodation sector and today many consumers worldwide are using Airbnb’s both for leisure and business travel. Interestingly, many marketers consider Airbnb as a creative and innovative company which is admired by many and not very popular with hotels and other accommodation providers. 2013 was both successful and challenging for the company as increase in users of Airbnb meant growth in places listed but a lawsuit also meant difficulties with a marketing campaign. This year, Airbnb is now back with a new marketing campaign which is called Airbnb Shorts and really seeks to use UGC within a contest to create excitement about the brand and involves the hosts (Tnooz 2014).
Airbnb Shorts is a campaign that really focuses on working with UGC by asking Airbnb hosts to create short 15 seconds videos showcasing a local spot that they would like to share with the world. One of the things that makes Airbnb special are the hosts that rent out accommodation and are very passionate about their home cities. For travellers staying in an Airbnb property, this means that they will get a very personal experience abroad and a host that can help them with advice and provides maps, useful info and sometimes even cooks for the consumers staying in their property. For Airbnb, this campaign is a great way to tap into the passion of the hosts with regards to their favourite spots and after the campaign, Airbnb can then share and showcase the 15 second clips within their website. In the future, these videos will add a multimedia aspect to the Airbnb Neighbourhoods product.
HOW DOES IT WORK
The aim is to get hosts to shoot short, passionate videos that showcase their favourite part of the city which will inspire people to travel to the city. All videos need to be posted by using the hashtag AirbnbShorts and the city name. It is also important to switch the Instagram account to public and the judges will make their decision based on the most creative, unique and interesting videos. The winner will be given the chance to fly to London, a $500 voucher for an Airbnb listing, a video camera and a ticket to the Shorts Workshop put on by the Sundance Institute. Mike Plante, lead programmer for the Sundance Shorts programme, will be judging the videos and decide about the winning video shots. For Airbnb this contest is a great opportunity to take advantage of Instagram and 15 second video clips to inspire people worldwide with the wide range of videos and to strengthen the platform further with video UGC.
More from #DTTT
In February we present:[DTTTInsights] What is structured data and why is it important for DMOs?
#TechInsights | What is structured data and why is it important for DMOs? Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]#structured data #rich snippet #SEO strategy #schema markup #voice search #content
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation