SAN FRANCISCO – December 16 , 2013 – Airbnb, the world’s leading community-driven hospitality company, today unveiled its first ever integrated marketing campaign titled “Every Traveler Deserves a Home.”
The campaign, created by Airbnb’s agency of record, Pereira & O’Dell in San Francisco, takes a creative spin on travel by offering the ultimate home experience to the ultimate traveler – migratory birds. The company commissioned a team of artists to create 50 birdhouses inspired by Airbnb spaces, Pereira & O’Dell said in a press release.
The birdhouses will be on public display in New Orleans at Audubon Park’s Tree of Life on December 16 to 22. By visiting birdbnb.com, people can view a short documentary-style film that captures the essence of “Every Traveler Deserves a Home,” images of the birdhouses alongside their original listing on Airbnb, as well as a 360-degree view of the installation in New Orleans. Also on the site, people can also learn about the artists, miniatures experts, the ornithologist that consulted on the project, the director of the short film and musicians that participated in the effort.
The film peeks inside the artists’ creative process as they travel to unique Airbnb spaces, craft ornate birdhouses at their shops, and then unveil them together at the Tree of Life. The artists are accompanied at the base of the tree by singer and songwriter Zach Shields performing his original track, featured in the film, “Home to You” while birds discover their new homes.
The campaign will be running on television, in cinemas and online (http://birdbnb.com) starting December 16. Media partners include Travel Channel, Afar, Gawker, Huffington Post, BBC, Dwell, Brit + Co and Lonely Planet.
"We created these birdhouses inspired by real Airbnb homes and the accompanying film as a metaphor for the hospitality about which our company is built: Our hospitality is completely individual and designed by our hosts who know that making people (or birds!) feel at home anywhere in the world comes from warmth, intuition and an attention to detail," said Amy Curtis-McIntyre, CMO, Airbnb. "We love the world’s real travelers and this is an invitation to travel in a new way."
“We wanted to capture the experience of hosting a traveler – this time with birds,” said PJ Pereira, Chief Creative Officer and Co-Founder of Pereira & O’Dell. “The artists’ personal touch on creating these extraordinary birdhouses is visually stunning and will certainly pique interest in the truly unique listings you can find on Airbnb.”
Some of the artists that participated in making the film and installation:
Director – Alma Har’el
Lead Artist – Joshua Stricklin
Ornithologist – Carolyn Atherton
Singer and songwriter – Zach Shields
