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    Airbnb
    Media Planning
    Politics
    Digital

    Airbnb

    Modern, simple rules for short-term lets

    Airbnb faced a critical information gap among policymakers who were developing regulations based on incomplete understanding of short-term rentals. MessageSpace executed a high-budget digital and print advertising campaign targeting political influencers and engaging decision-makers in high-trust information environments.

    The campaign's effectiveness stemmed from precise audience targeting, compelling content, and strategic media selection that ensured Airbnb's cause reached decision-makers.

    Key Results

    • Produced market leading partnerships with the UK's leading political news brands across party-lines, with comprehensive coverage combining display advertising, sponsored content, website takeovers, print articles, and email sponsorships
    • Over 5 million advertising impressions delivered to key government and policy decision-makers
    • Achieved a 0.25% CTR rate, more than double the industry benchmark
    • Airbnb policy asks incorporated into the Short-term Let Accommodation Bill ahead of its first reading in Parliament
    • The 'Simple Truths' Campaign won a PRCA award at the 2024 ceremony