The brief for this project was to explore how Airbnb can creatively empower their existing community to grow the idea of ‘belonging’ out to a new audience. In response to this brief I created a digital marketing campaign that is based on people belonging to a particular music genre.

The campaign was inspired by the emotional connection people have when listening to music. The idea works by potential consumers registering on the Airbnb website providing their Facebook or Twitter username. The consumer would then get a notification letting them know that an airbnb host follows the same type of musicians as them connecting the two together reinforcing Airbnbs message that you can belong anywhere.