The Brief:

The Client: AirBnb connects travelers with unique and authentic experiences through a wider variety of accommodations compared to traditional hotel rooms

Goal: Achieve 5% increase in level of awareness of Airbnb transitional housing accommodations by the end of the 2025 academic year.

Target: International students aged 18-25 in the US, residing in dorms of apartments near campus.

Consumer Problem: International students facing countless uncertainties when studying abroad.

Insight: International students feel as if they are split into two. They grapple with adapting to life in the U.S. while preserving their cultural identities, and seek familiarity and strong support systems to feel grounded.

Key message: When you can’t go home, feel at home.

Desired Action: Feel assured that they can count on Airbnb when flying home isn’t ideal. Book an Airbnb rather than defaulting to a hotel when the occasion arises.

Creative Executions: