A blue cottage was constructed and then floated down the River Thames in May to coincide with new rules that allow people to share their homes for up to 90 days per year.
The campaign far exceeded the aim of getting 10,000 new visitors to visit Airbnb.com – 73,500 people visited the site over the period, and, of these, 27,930 had not visited the site before. In addition, the campaign reached more than 75 per cent of its audience, with another 19 million through social channels.
A high-risk, big-reward idea
Phil Hall, PHA Media
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