Diffusion has been charged with raising awareness of Wimdu with consumers in the UK through national and regional media campaigns. The agency will also take over all press office functions.
The agency’s campaign will aim to attract new hosts to the site, especially in the run-up to the London 2012 Olympics, by reinforcing the fact that anybody can offer their flat or house to guests and benefit from additional income.
Diffusion will focus on building brand awareness of Wimdu’s social accommodation search offering, billing it as a place to ‘unite travellers and hosts from around the world’.
The site recently hit the headlines when a Brighton woman started renting her stable out for £12 a night. The stable comes with a straw bed, manger and resident donkey, and she hopes it will help Britons ‘rediscover the magic of Christmas’.
Wimdu UK CEO Michael Riegel said: ‘Social accommodation is one of the fastest growing sectors within the travel industry, but has yet to gain substantial media coverage across media channels. We want to raise awareness of this trend.’
Wimdu set up UK offices in May 2011 and has 2,000 properties in the UK. A recent £80m investment injection by the Samwer brothers has helped the company expand globally across 100 countries.