Airbnb faced regulatory risk from the government’s consultation and subsequent interventions into the short-term lets market.
MessageSpace responsded to a comprehensive brief, planning and delivering an advertising and media camapign that communicated Airbnb’s priorities for new legislation to policy makers at all levels of government, opposition and the civil service.
Context is key
In order to achieve vital cut-through in the noisy world of Westminster policy making, it is crucial to ensure advertising appears in the right context to engage political audiences when they are at their most receptive to campaign messaging.
MessageSpace designed, planned and executed a 360° advertising campaign that leveraged multiple data sources to ensure Airbnb’s “Simple Truths” messaging appeared across the most-read media brands by audiences from across the spectrum of British politics.
- Partnered with leading political news brands across party lines.
- Leveraged MessageSpace user data to tightly target political stakeholders.
- Delivered dynamic digital and print advertising leading to meaningful adoption of policy proposals by government.
Driving engagement
- 5,000,000+ advertising impressions delivered in key contexually targeted environments.
- 5,000+ unique visitors driven to Airbnb “Simple Truths” campaign web pages.
- Political audiences targeted, driving efficiencies across the campaign lifecycle
- Airbnb policy proposals taken forward into government short term lets policy.