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.

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 Truth’s” Campaign won a PRCA award at the 2024 ceremony

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