2/4/2024
Airbnb
Course: PR Specialisation
Name – Anuj Sarabhai
1
2/4/2024
Airbnb redefined its brand identity and mission
with its rebranding. The company shifted its focus
from simply providing lodging accommodations to
creating a sense of belonging and community for
Which
its users.
The new tagline "Belong Anywhere" and the
element has introduction of the Bélo symbol were part of this
rebranding effort to emphasize the importance of
connection and belonging. By redefining its brand
Airbnb identity, Airbnb differentiated itself from
traditional hotels and vacation rentals by
redefined? emphasizing the unique and authentic travel
experiences it provides through its platform. It
created a more emotional connection with its
Justify your users, which helped to build brand loyalty and
advocacy.
choice.
2
2/4/2024
Asset Technique
Identify which
Logo SCAMPER
Belo Combine is the SCAMPER
principle has technique which has
been used in the Belo
been applied logo.
Airbnb has managed to
from SCAMPER combine People, Places,
Love and Airbnb in its
on Belo? Specify logo
the reason.
3
2/4/2024
Noticeability
itscatchy tagline and unique visuals showcasing unconventional travel
experiences. stood out from traditional travel ads with high recall value
and noticeability
Originality
Evaluate the ad
The concept of "living" in a destination instead of just "visiting" was
innovative and fresh, setting Airbnb apart from its competitors which
was the USP
campaign
Relevance
The campaign was relevant to Airbnb's target audience, which is
primarily made up of millennials who value unique and authentic
“Don’t go there.
travel experiences
Memorability
Live there”
The campaign's tagline, "Don't go there. Live there" and the unique
visuals were memorable which helped to create a strong emotional
connection with viewers and messaging was also consistent across all
its ads, creating higher recall value
using NORMS Strategy
To position Airbnb as a more authentic and immersive travel
experience compared to traditional hotels by showcasing unique and
off-the-beaten-path travel experiences effectively. It also included
a microsite where users could explore and book Airbnb listings based
on different travel themes, such as family-friendly or foodie-focused
experiences.
4
2/4/2024
Image Principle Applied
Identify the Image 1 Typography principle of
visual literacy has been
principle/principles
used in the images in
which normal texts has
been portrayed as images
of visual ideas and them combined to
form the Airbnb Belo logo
applied in each Image 2 Hyper realism has been
image. used to depict the
message that you belong
anywhere. As we can see
that an octopus is outside
a mouse house.
