Travel is about more than just seeing new places—it’s about experiencing life from a new perspective. In today’s world, where every trip can be captured and shared instantly on social media, travelers are increasingly looking for experiences that are authentic and engaging. Airbnb’s “Live There” campaign, which focuses on promoting a deeper connection to destinations, does just that. It encourages travelers to “[be inspired by other] travelers to reimagine what it is to travel, showcasing the experiences only made possible through Airbnb and its community” (Dexigner).
Words That Connect
Airbnb’s “Live There” campaign is grounded in the idea that travel should be more than just visiting famous landmarks. The campaign’s messaging focuses on words like “live,” “belong,” and “local experience”. The slogan “Live there” invites travelers to imagine what it would be like to stay in someone’s home rather than a hotel, to feel connected to a city beyond its touristy hotspots. “Belong anywhere,” another tagline, reassures customers that no matter where they go, Airbnb offers an opportunity to feel at home in a new place. Airbnb’s objective is to promote the idea of living authentically (Graetzelkaiser). This messaging reflects the core idea that travel is about connection—both with the destination and with the people who live there. These carefully chosen words evoke feelings of belonging and adventure, making the experience feel personal and fun.
Imagery That Captures the Spirit of Travel
The visuals used in the “Live There” campaign are vibrant and relatable. They depict real-life moments that showcase travelers enjoying fun, immersive experiences. Rather than relying on stock photos of perfect beaches or crowded tourist attractions, Airbnb uses images and videos of people interacting with locals, enjoying off-the-beaten-path experiences, and engaging with their surroundings in meaningful ways. Whether it’s a group of friends enjoying dinner in a cozy apartment, a family exploring a quiet street, or a solo traveler finding a hidden café, these images capture the joy of discovering a new place from a local perspective. The visual style is designed to evoke the feeling that travelers are part of a community, not just visitors passing through.
“Live There” Airbnb Campaign
Communication Tactics That Drive Engagement
Airbnb’s communication strategy is as dynamic as the experiences it offers. One of the key tactics is its use of social media, particularly Instagram, where users can share their own experiences under hashtags like #LiveThere. This user-generated content creates a sense of authenticity and community, allowing future travelers to see real-life examples of Airbnb stays. In addition, influencer partnerships amplify the message, with influencers sharing their Airbnb experiences and reaching a broad audience.
Another key tactic is video storytelling. Short, engaging videos tell personal stories of travelers experiencing the world like locals—whether they’re meeting new people, sampling local foods, or uncovering hidden gems. These videos highlight the fun and excitement of being fully immersed in a new culture, making travel feel more accessible and enjoyable.
A Public Relations Tactic to Promote Airbnb
If I were to create a public relations tactic to promote Airbnb’s “Live There” campaign, I would host a “Pop-Up Local Experience” event in a major city. This event would feature different themed rooms, each representing a unique Airbnb destination. It would encourage visitors to share their experiences on social media using a branded hashtag like #LiveTheAirbnbWay. By participating, they could win a free stay in one of the featured Airbnb homes.
Keywords: live there, destination, visitors, local
References
Airbnb launches live there campaign. Dexigner. (n.d.). https://www.dexigner.com/news/28795
Energizer, G.-Y. G. (2023, November 22). Case study: Airbnb’s #LiveThere campaign. Medium. https://graetzelkaiser.medium.com/case-study-airbnbs-livethere-campaign-c5e31c17455f
YouTube. (n.d.). Airbnb『Live There』. https://www.youtube.com/watch?v=ddRBr2It00k
