TOH, PRCO’s lifestyle agency, was engaged to communicate the Airbnb story to the UAE market to inform those familiar with the brand in the Middle East and to educate those unaware of the benefits of the Airbnb model as a host and as a guest.
TOH was the first ever PR agency to be retained by the brand in the Middle East.
The brief was to target priority print, online and broadcast publications to tell both a business and consumer-orientated story. TOH highlighted key messages to use the brand as a proof point of the UAE’s impressive efforts to diversify its tourism offer.
For hosts and guests, the team adopted a more consumer-focused set of tactics, that include raising awareness of the Airbnb Experiences, and reinforcing the ‘Live like a Local’ message.
Additionally, the team operated a strong press office function to generate local news and also share fun content from global HQ to inspire consumers of the possibilities Airbnb provided.
Campaign highlights included the successful launch of the Airbnb website in Arabic, with extensive broadcast and business news across the UAE. The team also successfully leveraged events with DTCM and Abu Dhabi Tourism as well as Arabian Travel Market to promote brand spokespeople and demonstrate the brand’s integration with, and commitment to, the local tourism landscape.