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Yl17 cyber 02

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Yl17 cyber 02

  1. 1. YL2017_cyber_02 1
  2. 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 YL2017_cyber_02 2
  3. 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 YL2017_cyber_02 3
  4. 4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS YL2017_cyber_02 4
  5. 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. YL2017_cyber_02 5
  6. 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. YL2017_cyber_02 6
  7. 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. YL2017_cyber_02 7

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