Airbnb wants to be a media company
Jun 27, 2016
The company calls on creatives to consider the platform as a branding channel, similar to a Facebook or Instagram, rather than simply an accommodation booking site. Airbnb is looking for creatives to get imaginative with how they can engage people with a brand on a per night basis.
Speaking at the Cannes Lions festival in France today (20 June), Chesky exemplified its potential effectiveness as a media channel as he talked through a campaign recently run by The Art Institute of Chicago.
Created by Leo Burnett Chicago, a room was transformed into a replica of Van Gogh's famous ‘The Bedroom’ painting which people could then pay $10 a night to sleep in.
“It was one of the most popular things we’ve even done,” Chesky said, revealing that the campaign resulted in a triple-figure leap in visits to the Art Institute and several Cannes Lions nominations.
“Now what we want to do is turn Airbnb into a platform, and we want to invite any creative or brand to create something like the Van Gogh piece.”
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