We began by looking into Airbnb's brand identity and how they interact and engage with their customers. Their website is informative and has good user experience as it's easy to find what you need and visually pleasing, using full page motion pictures as backgrounds and a welcoming tone of voice that makes the audience feel as though they are part of the community. Their branding is strong and well devised, which is one reason why this brief appealed to us as it is a company we are familiar with and is an original concept.
Research into existing campaigns and data:
We originally had ideas to use the factor of 'home away from home' and link people's profiles together with a list of who has visited who they've visited, however none of these initial ideas had an exceptional element, and we found that many of them are already integrated in Airbnb's existing campaigns.
We kept circling around the idea of belonging while travelling, and looked into postcards and online profiles, flicking between both physical and digital campaigns.
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