The hospitality company is looking to change the negative connotations surrounding strangers by giving $10 to 100,000 of its most engaged guests and hosts starting 30 Dec in hopes they will use the money as part of an act of kindness. The campaign is part of what the company calls a “global movement to help break down the taboo of strangers”.
The brand is asking members to document their experiences using the hashtag #OneLessStranger across social platforms, while a microsite will showcase a number of the good deeds.
Holly Clarke, EU marketing manager for Airbnb, told Marketing Week: “More and more people are embracing the unique experience that staying in people’s homes can bring. There are still, however, negative connotations around the idea of “strangers” that we would like to break down.”
Airbnb also hopes to see the global community participate in the movement.
“Success for us would be to see this continue to engrain itself into our brand experience, and to see a worldwide movement of people outside of our community engaging with others and embracing the spirit of belonging,” Clarke says.
“We hear stories every day of hosts and guests being extremely thoughtful and kind to one another. Whether it’s taking the time to show them around a city and treat them to dinner, our community is already making leaps and bounds in hospitality by bringing people together.”
As part of its re-brand earlier this year, Airbnb launched its new symbol, the Bélo, which it calls the “symbol of belonging”.
According to the company, over 26 million total guests have stayed with Airbnb to date. In the UK, the company says it has seen 118% outbound growth year on year.
from Marketing Week » Types » News http://www.marketingweek.com/2014/12/30/airbnb-to-promote-advantages-of-befriending-strangers-with-social-campaign-push/
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