Airbnb

Airbnb Invites Canadians to Belong Anywhere

Building off the brand's global "Belong Anywhere" campaign, Airbnb worked with North Strategic to develop a Canadian PR strategy to position the brand as adventurous, trustworthy and friendly. From transforming an Air Canada Centre (ACC) suite into a sports fan's dream overnight stay, to hosting influencers at unique Canadian properties — including a Vancouver yacht and ex-NHL star Wendel Clark's Muskoka cottage — the campaign wrapped Airbnb in the Canadian flag.

The goal was to normalize the notion of opening your home to visitors, so it played up the friendly, polite nature of Canadians and worked with iconic Canucks to list their homes on the platform. There are now more than 60,000 Canadian listings, up 81% from July 2015 (the goal was a 50% increase). The most recent data shows that Airbnb has experienced 100% growth in the number of bookings made by Canadians to more than 930,000.