Airbnb
Driving awareness and engagement for Airbnb's £1 million grant to boost local British tourism
Airbnb launched the "Best of British Fund," a new £1 million grant scheme supported by VisitBritain, to boost the UK's hospitality sector. The fund aimed to support businesses facing rising costs, encourage Brits to explore beyond popular hotspots, and help communities transform local traditions into "must-do cultural experiences". The critical challenge was to effectively reach key audiences, specifically Government decision-makers and political stakeholders, as well as politically engaged readers, to maximize awareness and political support for this initiative during the campaign period of October 13 to November 30, 2025.
MessageSpace executed a precision-targeted campaign, reaching key political audiences at scale across Westminster. The campaign utilized high-impact placements in influential publications, including The Spectator, The Times, New Statesman, and LabourList, to position the "Best of British Fund".
Key Results
- The Best of British Fund received over 2,000 sign-ups from UK tourism businesses
- Generated over 6 million impressions and 8,118 ad clicks
- The Spectator Newsletter achieved the highest performing individual CTR at 0.99% on October 27
- The Spectator delivered the most clicks to the landing page, accounting for 3,680 clicks
- The Times was the primary driver of campaign reach, accounting for well over 4 million impressions
- The New Statesman was the best-performing Labour-aligned publication
- The week commencing November 24 was the top-performing week for multiple placements