Spikes Asia

#HostWithPride

URBAN, Sydney / AIRBNB / 2016

Awards:

1 Gold Spikes Asia
Case Film
Presentation Image
Film
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Overview

Entries

Credits

Overview

Background

Since 1978 the Sydney Gay and Lesbian Mardi Gras has symbolized the fight for belonging and acceptance. Through its influence, society’s view of LGBTQI people has evolved to become loving and embracing. Its been a facilitator of bringing people together in a celebration of love. But all these fabulous people need somewhere to stay!

For, Airbnb Mardi Gras is Sydney’s second biggest inbound booking season after New Year’s Eve. Occupancy rates are sky high in key premium locations surrounding the parade route. Our task was to convince these premium property owners, who probably would not have considered becoming a host, to join in the celebration and welcome guests into their homes.

Execution

We deliberately timed the series to run in the 2 months prior to Mardi Gras, recognising that the decision to become a host can take some time. This also allowed plenty of time for new properties to be added to the platform in the peak time when guests were sure to be looking.

Our series followed the hosting journey chronologically, from discovery to deliberation to debuting as a host on the platform. We ensured interest in the series by frontloading the number of episodes released, giving people a taste of the glamorous life of Fanny.B.Good including her frequent visits to her hairdresser to the almost stars, Jazzy.

Due to the level of engagement with the campaign, we increased our targeting from our Sydney focus and opened the campaign up to Melbourne which meant the series took of faster than slices of Fanny’s Opera House Pavlova.

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