2. 1. SUMMARY
Pridebnb is project that encourage people to travel and
visit same-sex couples in Prague and in countries where
marriage is allowed. Explore there are no differences
between us. Airbnb is long-term partner of Pride
parades therefore we choose this network to offer
special accomodation from same-sex couples.
Accomodation will be marked with special badge on the
profile of the host. These offers will be pinched on first
two places so the visitors of www.airbnb.com will never
overlook it. This campaign will encourage people to try
things they have never done before, enjoy life and
understand other people by meeting them. Hosts for
Pridebnb will be from community of Pride parades in
states where marriage is already allowed. Visitors will
be living with them and understand there is no reason
to have differents rights.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
During stay in home of same-sex couples people
will host and visitor live and talk to each other.
As we usually understand new culture thank to
Pridebnb we will understand life of same-sex
couples. The barriers will naturally dissapear
and you will stop thinking about same-sex
couples like something new and hard-to-
understand but something you know. We want
to show same-sex couples as trending, stylish,
modern, fun, open-minded people as they are.
In Czech republic will be this accomodation in
Prague. Other will be in west Europe countries,
where same-sex marriage is already allowed
(Portugal, Spain, France, Ireland, England,
Norway, Sweden, Benelux, Denmark). These
hosts could also have course as guide for his
city to present all its beautiful places, history
and extra stories, so the visitors will have
motivation to choose them as host.
WHAT IS YOUR SOLUTION?
Couple from small town see on Facebook
promo post on accomodation with offered
guide tour concentrated on Czech historical
places. Because host seems nice, refencences
are very good and place is supported by Airbnb,
they wil choose it for their holidays. Host will
take care about them and guide them in the
city. During the tour will talk and get to know
each other. Visitors spent nice time in Prague
different than their previous visits and they
share it on Instagram.
Very similar situation could be for couple from
Prague looking for wekend in west Europe in
July. They will look for accomodation on Airbnb
and first offer they will see is Pridebnb. They
was never think about it, but why not? The
hosts have very good refences, so they take it.
From they stay post instastories and intagram
posts and they recommend it to friends after
return.
HOW DOES IT WORK?
People love to travel. That is why we choose
Airbnb – social network for accomodation
across the world. People are afraid of things
they don´t understand so we want to connect
people to meet each other in real life, talk to
each other and find out we are all just dreaming
about same things. There is no reason to put
borders between us because of our sexuality.
People having friends with same-sex partner
understand and encourage their rights and
opinions. Our goal is to increase number of
them.
CREATIVE INSIGHT
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4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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5. 4. THE USE OF 3 SOCIAL MEDIA PLATFORMS
• Airbnb – key social network for the campaign. There will be offered accomodatiton with
badge of Prague Pride. This accomodation will be provided by same-sex couples from
Prague and Western Europe for whose is marriage key question. Airbnb will connect
visitors from Czech republic with host supporting Pridebnb. You can see accomodation
with badge Prague Pride on the map where it will be highlighted. Pridebnb enable to
meet both sides personally thank to travelling.
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6. 5. THE USE OF 3 SOCIAL MEDIA PLATFORMS
• Facebook – posts about Pridebnb will be promoted to widden awareness of this project.
Airbnb will promote these posts targeting Czech people with interest in travelling.
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7. 6. THE USE OF 3 SOCIAL MEDIA PLATFORMS
• Instagram – post will be generated by visitors and hosts about their experiences.
Hashtag connected to this campaign is #pridebnb. Instagramers will create post
and instastories.
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