Airbnb

Course: PR Specialisation
Enter Full Name: Tanisha Agrawal
 Airbnb redefined hospitality and belongingness, being
accepted, connected, and sharing by rebranding
itself. It made hospitality a major part of its rebranding
by having a new logo and making its consumer feel
loved even when travelling anywhere in the world.
Belongingness is something that every traveller tries
to connect with the place they are travelling to and
Airbnb managed to portray that by rebranding itself.
Through its new ad commercials, Airbnb was able to
send out a message to its consumer and to all
Which element travellers that Airbnb was not only easy to access but
also gave a sense of belongingness and love to

has Airbnb
wherever they travelled. The new logo, People, place,
love and Airbnb, sent out a message that Airbnb
makes all that happen even when you travel

redefined? anywhere in the world. All of us wanted to be

accepted by others, which is a difficult thing to feel
while we are travelling to another city with strangers

Justify your around us, Airbnb has managed to make the

consumer feel that though it’s difficult it is all possible
with Airbnb. Being connected and sharing your
choice. memories have always been major aspects of
travelling and showcasing that in the ad Airbnb has
also managed to make its consumer feel that it is
easy to do that with Airbnb.
 Asset Technique

Identify which Logo SCAMPER

principle has been

applied from Belo Combine is the
SCAMPER technique

SCAMPER on Belo?
Specify the reason.
which has been used in
the Belo logo. Airbnb
has managed to
combine, People,
places, love and Airbnb
in its logo
 Noticeability – The ad showcased a lot of places a person
can travel and not only travel but feel like they actually live
there even if they are staying there for a day. There were
scenes where a family was actually staying and cooking
while they were just travellers. This would make the
consumer feel the moment and actually connect with
Airbnb.
Originality – The ad is original as we all know that this kind
of ad was never seen before. The ad showed places like
Paris, LA and New York. Airbnb said in the ad that does not
go to LA or Paris but lives there.
Relevance – The ad feels very relevant with the tagline as it
makes the consumer feel that they are not only travelling

Evaluate the ad
but also living there.
Memorability – The ad strategically portrays the memories a

campaign “Don’t go traveller can make while travelling, leaving the consumer to
think that even they can do the same. The scenes played in
the ad make the consumer remember the ad even when
there. Live there” they are travelling anywhere and eventually they want to
travel more and more.

using NORMS Strategy – Airbnb by the ad has played with the consumer’s
minds in making them think that they can actually create
memories and be loved even when they travel. Making the
ad in such a way that it portrays belongingness, love and
affection even to the places travelled.-
 Image Principle Applied

Identify the Image 1 Typography principle of

visual literacy has been

principle/principl
used in the images in
which normal texts has
been portrayed as

es of visual ideas images and them

combined to form the

applied in each
Airbnb Belo logo.
Image 2 Hyper realism has

image.
been used to depict the
message that you
belong anywhere. As
we can see that an
octopus is outside a
mouse house.