Explore how Airbnb can creatively empower their existing
community to grow this idea of ‘belonging’ out to a new audience;
translate this into a campaign.
‘Belonging’ means that you feel culturally connected.
Most travellers are treated to a one-size-fits-all tourism experience in any particular destination, and miss out on the real local culture, with unique activities and interactions with local people.
The ‘Be Local Anywhere’ campaign aims to create a connection between the traveller and a local, so that the traveller can gain access to native knowledge about the place: restaurants, bars, parks and cultural activities that are enjoyed by locals, that mightn’t be in the guidebooks.
By giving people a cultural experience from a local point of view, they experience the sense of belonging.