Award: REGIONAL PR AWARDS \ CA02. Greater China PR Campaign of the Year

Airbnb’s presence was much maligned in Taiwan. Almost every day, it was the subject of negative headlines and debate over its legal status and business model. The brand needed to turn the tide of negativity and untruths into a positive narrative about its impact and contribution to Taiwan. Our strategy was two fold: harness big data generated by Airbnb’s innovative online platform to offer the media never-seen-before statistics, thereby positioning the brand as a credible and valuable source of intelligence on tourism in Taiwan; and celebrate Taiwanese Airbnb hosts for their role in perpetuating Taiwan’s world famous reputation for friendliness and hospitality. The campaign turned the tide in Airbnb’s favour, generating over 50 positive news pieces, each highlighting the brand’s role in further developing Taiwan’s tourism industry. Within three months of the campaign, Airbnb bookings in Taiwan increased 31%.