Airbnb presents its media campaign #LoveBarcelona, starring real hosts who explain to their guests the aspects that make the city so beloved and special.
The campaign has as central axis a television spot starring Persita, hosted on the Airbnb platform, who writes a letter to his next guest welcoming him and explaining why Barcelona is a unique city that deserves to be loved and shared with the world. In the announcement, filmed entirely in Barcelona, other real hosts also appear who use the platform to share their home, their neighborhoods and the great things about the city with the guests they host, transmitting their love and respect for Barcelona.
In addition to the announcement, Airbnb will launch a campaign on their social networks in which real hosts will tell their story, how home sharing helps them maintain family finances, and how they share the city they love with their guests - recommending local neighborhoods, discovering secret places outside the center, etc.
The hosts, ambassadors of the campaign
With #LoveBarcelona, Airbnb wants to thank and value the more than 16,000 families from Barcelona that make up the community of hosts of the city, represented in this campaign by the protagonists of the advertisement Persita, Luis, Javier, and Victoria. According to the latest published data, the Airbnb community in Barcelona generated an economic impact of 1,027 million euros in 2016, and close to 1.3 million guests used the Airbnb platform to visit the city that year.
"The Airbnb community is made up of thousands of Barcelonians who love Barcelona, who are committed to it, and who want to show why this city deserves to be shared with the whole world. Sharing local recommendations, unknown places and the customs of this great city, the hosts help many people to love and respect it. We are delighted to help share these stories and celebrate the positive impact that the hosts have in Barcelona, helping to create a tourism model that supports local families and strengthens communities," says Arnaldo Muñoz, general manager of Airbnb Marketing Services, S.L.
Airbnb also wants to reaffirm its commitment to collaborate with Barcelona and contribute to the development of a sustainable tourism for the city. More than 2,500 ads have been removed from the platform during 2017 with a double objective: to fight against bad ads, and to help protect long-term access to housing through its "One Host, One Home" policy.
To create #LoveBarcelona, Airbnb has had the creative agency DDB and Rafa Cortés, advertising director awarded with the Sol de Oro of the San Sebastian Festival, the Grand Prize of Advertising to Efficiency of the Spanish Association of Advertisers, and the Prize to the Advertising Excellence of the Reina Sofía Museum.
The television spot is available on your channel Airbnb Citizen on Youtube, Facebook and Twitter, also subtitled in English to promote it worldwide.
The above article was written and published in Spanish and has been translated into English. Click here to read the original article.