Love is a Journey.
Client: Airbnb
Objective: The concept of this advertising campaign is to get various types of people in the LGBTIQ+ in Spain to book vacations using Airbnb.
Insight: For the LGBTIQ+ community, finding a place where you can truly be yourself shouldn’t be a privilage but the standard.
Big Idea: To make everyone feel they are more than just welcome
Billboards
LOVE is a journey
Blog
In the fields of hospitality and tourism, Airbnb has grown in popularity. To provide guests with an alternative to conventional hotels and resorts, residents may use the Internet to rent their houses or flats. Although the idea behind Airbnb may appear straightforward, it has profound and wide-ranging effects on the tourist sector and society. Particularly in places where hotels can be pricey or busy, Airbnb has given tourists more authentic and economical lodging alternatives. The result has been a more immersive approach for individuals to explore other cultures and communities and increased tourism money in previously underserved regions.
Unfortunately, only some locations are as welcoming as you are. As a result, Airbnb is here to offer accommodations to everyone. The goal of the Airbnb Spain Campaign is to introduce individuals to the global LGBTQ travel community and to support all LGBTQ projects. This business is committed to encouraging diversity and inclusivity everywhere. When signing up with Airbnb, an agreement must be signed stating that you won't discriminate against any group, including those based on race or sexual orientation. At its foundation, Airbnb is an inclusive community whose mission is to promote memorably shared experiences between people worldwide. Millions of people from every nation are part of our community. It is a remarkably diversified world.
It is a very diversified community that brings together people with various cultures, values, and social standards. No matter how far they have gone from home; the Airbnb community is dedicated to creating a world where individuals of all backgrounds are accepted and treated with dignity. This promise is based on two fundamental values, inclusiveness, and respect, which apply to Airbnb hosts and guests. No matter who they are, where they are from, how they pray, or whom they love, everyone in our community can feel at home on the Airbnb platform because of our shared dedication to these ideals. Given that certain countries tolerate or demand discrimination against people based on their nationality, gender, marital status, or sexual orientation, Airbnb does not impose any requirements on hosts.
LOVE is a journey
Blog
While we do not think one business can force everyone to live in harmony, we believe the Airbnb community can foster empathy and understanding across all cultural groups. We are all dedicated to doing all in our power to support the removal of any illegal prejudice, discrimination, and intolerance from our platform. We aim to encourage a culture that goes above and beyond simple compliance among members of the Airbnb community, including hosts, guests, and those who are merely debating whether to use our platform. To that end, we want to grow our community and fulfill our objective of ensuring everyone can belong and feel welcome wherever..
This advertising campaign reminds everyone that Airbnb is intended for all types of families, whether they are biological or chosen. The LGBTIQ+ community in Spain is encouraged to book vacations using Airbnb. The campaign is meant for everyone, no matter your identity or the identity your family identifies with. People may choose how they want to experience life thanks to Airbnb, an online marketplace that links homeowners wishing to rent out their properties with travelers needing lodging. Hotels are the standard, and many think something other than Airbnb is viable for their lodging needs. Some individuals believe that Airbnb cannot provide perks like security and other services that hotels may provide. But, these customers are driven by travel-related factors like privacy, authenticity, and flexibility, which may not be available when staying at a hotel. Especially with the new target audience, the LGBTIQ+ community in Spain: privacy, authenticity, and flexibility are essential qualities for people to feel comfortable dictating the life experience they want and not how others expect them.
Airbnb acknowledges that some countries allow for or demand that people be distinguished based on their nationality, gender, marital status, or sexual orientation. Airbnb does not force hosts to break local laws or perform activities that may make them liable in court. To comply with applicable laws, Airbnb will update our non-discrimination policy and give further instructions as necessary. Airbnb hosts have the right to refuse a booking for reasons such as denying a reservation from a visitor who smokes or has pets. Instead of discouraging travelers by expressing preferences or cues based on their sexual orientation, Airbnb wants to promote it.
Brief
Proposition: While arranging a stay on Airbnb, you can pick your living preferences and experiences.
Support: The proposition is that, with Airbnb, you can live on your terms instead of accommodating others which traditional hotels cannot offer. It attracts customers who want more flexibility, privacy, and authenticity over their travel experiences, allowing people to dictate their life experiences.
Tonality: Inspirational and light hearted. Show flexibility, privacy, and authenticity.
Moments of receptivity: Most receptive during beginning of travel accommodations. Scrolling through social media, other people's posts.
Diversity and equity consideration: Diversity in family structures and locations.