Airbnb Pitch Campaign: Live Like a Local
ADVERTISING
GRAPHIC DESIGN
SnapShot
Timeline
January 2024
Industry
Marketing / Advertising
Role
Lead Graphic Designer
Team
1 Graphic Designer (me)
1 Strategist (me)
Overview
The Live Like a Local campaign reimagines how travelers experience new destinations by emphasizing authenticity and cultural immersion. Traditional travel often feels generic, leaving tourists disconnected from local communities. This campaign positions Airbnb as the platform for experiential, locally curated stays, using a multi-channel media approach, including Instagram, billboards to highlight accommodations that allow travelers to truly live like locals.
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By targeting audiences aged 18–45, the campaign balances adventurous experiences for young adults with convenience and comfort for established professionals, all while showcasing Airbnb’s unique ability to personalize travel experiences and foster meaningful cultural connections.
The Problem
Traditional travel experiences often feel generic and impersonal, leaving travelers disconnected from the authentic culture of their destination. While experiential travel is on the rise, few platforms effectively provide immersive, locally curated experiences. Travelers struggle to find accommodations and activities that reflect the lifestyle, traditions, and spirit of the communities they visit.
The Solution
The Live Like a Local campaign positions Airbnb as the go-to platform for authentic travel experiences. By highlighting accommodations that immerse travelers in local culture, the campaign connects users to meaningful experiences. Key strategies include:
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Visual storytelling through a multi-platform media approach, billboards, a commercial, and an Instagram series.
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Personalized recommendations leveraging Airbnb’s user-friendly platform to match travelers with experiences tailored to their preferences.
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Cultural immersion that encourages travelers to engage with the local way of life rather than generic tourist experiences.
Target Audience
Airbnb’s campaign targets travelers aged 18–45, segmented by lifestyle and travel preferences:
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Young Adults (18–24): College students and recent graduates who are adventurous, budget conscious, and seek unique, shareable travel experiences.
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Young Professionals (25–34): Urban explorers who value authentic interactions and local immersion.
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Established Professionals (35–45): Families and experienced travelers who prioritize convenience, comfort, and quality accommodations while still seeking meaningful cultural experiences.
Campaign Objective
1. Establish Airbnb as the #1 choice for travelers seeking authentic, immersive experiences.
2. Highlight Airbnb’s unique value proposition: locally curated accommodations that foster genuine cultural connections.
Media Strategy
The campaign leverages both digital and traditional media to maximize reach and engagement:
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Instagram Series
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Primary platform due to its popularity among Millennials, Gen Z, and travel enthusiasts.
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Four-post series featuring vibrant imagery and storytelling that showcases authentic travel experiences.
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Engaging captions paired with visuals to drive interaction and shareability.
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Billboards (Print & Digital)
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Strategically placed in high-traffic areas for maximum exposure.
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Targets broad audiences, including potential travelers who may not actively follow social media.
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Bold visuals and concise messaging to communicate the campaign at a glance.
​Instagram Carousal
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Billboards​
