YO PETERNEZCO I BELONG BELLA L & KIM K ENGAGING LATINX COMMUNITIES PRAD 512 MARCH 13, 2025 PRAD 512 AIRBNB CAMPAIGN PLAN OPPORTUNITY: THIS CAMPAIGN AIMS TO CREATE A LONG-TERM RELATIONSHIP WITH THE U.S. LATINX COMMUNITY OF BOTH NEW AND EMERGING TRAVEL ENTHUSIASTS. TARGET AUDIENCE: 18-26 (GEN-Z) INSIGHT: AUTHENTIC EXPERIENCES CULTIVATES BELONGING KEY MESSAGES REACHING THE GEN Z LATINX POPULATION BICULTURAL AND MULTICULTURAL IDENTITIES CAN BE EMBRACED THROUGH CHALLENGING TRADITIONAL NORMS, ENCOURAGING INDIVIDUALITY, AND REMAINING OPEN TO NEW EXPERIENCES. PROMOTE IDENTITY AND SELF-DISCOVERY THROUGH EXPERIENCES CURATED BY AIRBNB’S INVESTMENT IN LATINX CULTURE, COMMUNITY, AND CULTURALLY IMMERSIVE EXPERIENCES. HIGHLIGHT THE TOP 5 LATINX SUBGROUPS AND THEIR LOCAL COMMUNITIES ACROSS THE U.S. “HISPANICS HAVE A STRONG DESIRE TO EXPERIENCE OTHER LATINO CULTURES AND DESTINATIONS, WITH 71% SAYING THEY WOULD LIKE TO DO SO EVEN IF IT IS NOT WHERE THEIR FAMILY ORIGINATED FROM” (MMGY GLOBAL, 2021). U.S. LATINX TRAVELERS = 52% MORE LIKELY TO TRAVEL WHERE THEY SEE THEMSELVES IN MARKETING ASSETS & 57% MORE LIKELY TO TRAVEL TO DESTINATIONS WHERE HISPANIC CULTURE IS EMBRACED (MMGY GLOBAL, 2021). “THEY’RE BREAKING AWAY FROM TRADITIONAL ROLES AND STEPPING INTO AN ERA FUELED BY AMBITION AND DETERMINATION...THEY ARE CONSUMING MORE CONTENT RELATED TO THEIR CULTURE AND ARE DEEPENING THEIR TIES TO HERITAGE” (PULIDO, 2024). CAMPAIGN GOALS & OBJECTIVES PT.1 GOAL #1 AIRBNB WILL BE THE LEADING TRAVEL LODGING COMPANY THAT SUPPORTS MINORITY BUSINESS OWNERS AND CULTURAL IMMERSION OPTIONS FOR GEN Z LATINX TRAVELERS FROM THE U.S. OBJECTIVE #1 GEN Z LATINX TRAVELERS WILL BE AIRBNB’S PRIMARY GROUP OF USERS AS GEN Z’S CONSIDERATION FOR TRAVEL STAY WILL INCREASE BY 6%, JUMPING FROM 54% TO 60% OF PRIORITY STAY. OBJECTIVE #2 AIRBNB WILL SPARK DIALOGUE ABOUT THE IMPACTFUL CULTURAL EXPERIENCES OF THE TOP 5 LATINX GROUPS IN THE US BY PARTNERING WITH LOCAL BUSINESSES PER DESTINATION TO SHOWCASE THE SPECIFIC LATINX COMMUNITY. CAMPAIGN GOALS & OBJECTIVES PT.2 GOAL #2 AIRBNB WILL FOSTER A DEEPER CONNECTION WITH GEN Z LATINX TRAVELERS BY HELPING THEM TO STRENGTHEN THEIR CONNECTION TO THEIR HERITAGES. OBJECTIVE #1 AIRBNB WILL PARTNER WITH 5 LOCAL LATINX COMMUNITY LEADERS IN 5 CITIES WHERE THE TOP 5 LATINX SUBGROUPS ARE MOST POPULATED TO ENSURE REPRESENTATION OF THESE INDVIDUAL SUBGROUPS. OBJECTIVE #2 AIRBNB WILL HAVE A POST SURVEY FOR GEN Z LATINX TRAVELERS TO SEE HOW MUCH BRAND RECOGNITION HAS INCREASED. IN ADDITION, AIRBNB WILL AIM FOR A 5% INCREASE IN WEBSITE TRAFFIC AMONG GEN Z USERS TAKING THE OVERALL WEBSITE TRAFFIC FROM 10.21% TO 15.21% FOR GEN Z USERS. STRATEGY CHANNELS LANGUAGE TO CONNECT GEN Z LATINX POPULATION WITH THEIR CULTURAL HERITAGE AS WELL AS ONE ANOTHER THROUGH CULTURALLY IMMERSIVE EXPERIENCES THAT SUPPORT MULTICULTURAL AND HYPER CULTURAL IDENTITIES. INSTAGRAM TIKTOK X TRAVEL PLAYLIST W/ARTISTS WHO BLEND SPANISH & ENGLISH #QUIÉNERES? CULTURAL IMMERSION EXPERIENCES USING SPANGLISH CAMPAIGN TIMELINE PHASE 1: APRIL 2026: CAMPAIGN LAUNCH: COMMERCIAL PHASE 2: MAY 2026-FEBRUARY 2027: CULTURAL IMMERSION EXPERIENCES & PARTNERSHIPS PHASE 3: SEPTEMBER-OCTOBER 2026: IN-HOME CULTURAL EXPERIENCES WITH LATINX INFLUENCERS & SOCIAL MEDIA CAMPAIGN PHASE 4: OCTOBER-NOVEMBER 2026: CULTURAL IMMERSION GIVEAWAY AIRBNB BUDGET Overall Budget: $7.3 MILLION COMMERCIAL: $3.5 MILLION INCLUDES: PRODUCTION COSTS BROADCASTING ON TV, STREAMING, AND SOCIAL PLATFORMS INFLUENCER MARKETING: $1.5 MILLION INCLUDES: MID-LEVEL AND MICRO INFLUENCERS CULTURAL IMMERSIONS: $1.8 MILLION INCLUDES: EVENT PARTNERSHIP PR CONTENT DONATIONS GIVEAWAY: $500,000 INCLUDES: PRIZES PROMOTIONAL MATERIALS ADS CONTINGENCY FUND: $200,000 INCLUDES: UNEXPECTED COSTS PHASE 1 CAMPAIGN LAUNCH: COMMERCIAL OWNED MEDIA THEME: “SENTIRSE COMO EN CASA” (FEEL AT HOME) OPENING MUSIC THE HEART OF THE HOME VOICEOVER: "ESTA CASA HA SIDO DE MI FAMILIA POR GENERACIONES. NOW, I SHARE IT WITH THE WORLD." TRANSLATION: THIS HOUSE HAS BEEN IN MY FAMILY FOR GENERATIONS THE CRAFTSMANSHIP VOICEOVER: "EVERY DETAIL TELLS A STORY—DE LAS MANOS DE MI ABUELA, DE EL OFICIO DE MI PAPÁ, DE UN HOGAR HECHO CON AMOR." TRANSLATION: FROM THE HANDS OF MY GRANDMOTHER, FROM MY FATHER'S CRAFT, FROM A HOME MADE WITH LOVE." SCENE 3 SCENE 1 SCENE 2 CAMPAIGN LAUNCH: COMMERCIAL OWNED MEDIA THEME: “SE SIENTE COMO EN CASA” (FEELS LIKE HOME) THE COMMUNITY VOICEOVER: "HOME ISN’T JUST A PLACE—IT’S THE PEOPLE, LOS SABORES, THE SOUNDS THAT STAY WITH YOU." TRANSLATION: LAS SABORES-THE FLAVORS THE HOSTS: VOICEOVER: "THIS HOME HOLDS OUR HISTORY, OUR TRADITIONS, OUR ORGULLO. AND NOW, WE SHARE IT WITH THE WORLD." TRANSLATION: ORGULLO-PRIDE SCENE 4 SCENE 5 PHASE 2 AIRBNB’S NEW CULTURALLY IMMERSIVE EXPERIENCES WHEN: MAY 2026-FEBRUARY 2027 EXTENSION OF CURRENT ONLINE EXPERIENCES TO TAKE PLACE IN THE 5 MOST POPULATED CITIES WHERE THE 5 MAJOR LATINX SUBGROUPS RESIDE (2 PER SUBGROUP, 4 TIMES A MONTH, ONCE A WEEK PER EA. ON SAT & SUN): CHOICE TO OPT IN/OUT TO SEE PROFILES OF WHO NEAR YOU WILL BE PARTICIPATING IN ACTIVITIES FOR AN OPPORTUNITY TO CONNECT BEFOREHAND AIRBNB TRAVEL BUDDY PROGRAM: OPPORTUNITY TO PAIR UP WITH SOMEONE FROM ANY OF THE 5 LATINX SUBGROUPS’ COUNTRIES TO DO THE EXPERIENCES WITH FOR THE WEEK (4 EXPERIENCES TOTAL SUN-SUN) INSIGHT: LATINX TRAVELERS PRIORITIZE TRAVELING DURING THE SUMMER MONTHS ACROSS THE US (MGMY GLOBAL) EXPERIENCES OFFERED H o u s t o n , T X L o s A n g e l e s , C A W a s h i n g t o n , D C T a m p a , F L N e w Y o r k , N e w Y o r k TALENTO BILINGUE DE HOUSTON CHOCOVIVO & TECHANTIT CULTURAL CENTER YBOR WALKING TOUR & LA FAROANA CIGARS LA FONDA SPANISH HARLEM & TOUR TRINIDAD AIRBNB & LOS HERMANOS SALSA CLASS & BACHATA CLASS COCOA CULTIVATION TOUR & INDIGO- DYEING WORKSHOP CULTIVO DE LA VIDA/GUAYABERA CLOTHING WORKSHOP & NETWORKING DINNER EVENT YBOR HERITAGE TOUR & CIGAR-ROLLING CLASSES ARROZ CON GANDULES/ PASTELES COOKING CLASS & SPANISH HARLEM TOUR AIRBNB NEWSROOM INFORMATIONAL MEDIA IN ADDITION, ANNOUNCEMENTS WILL BE MADE HIGHLIGHTING EACH SUBGROUP’S CULTURAL EVENTS, EXHIBITS, & PLACES TO GO IN EACH OF THE 5 CITIES THROUGHOUT THE DURATION OF THE CAMPAIGN (1 YEAR) EX: IN TAMPA SPECIFICALLY HIGHLIHTING CUBAN CULTURE, EVENTS INCLUDE THE INTERNATIONAL CUBAN SANDWICH FESTIVAL & THE SABOR CUBANO FEST CULTURAL HISTORICAL LOCATIONS INCLUDE JOSÉ MARTÍ PARK, YBOR CITY MUSEUM STATE PARK, AL LOPEZ PARK & THE CUBAN CLUB WHEN CAMPAIGN LAUNCHES, 5 ARTICLES WILL BE RELEASED DISCUSSING THE 5 CITIES WHERE THE CULTURALLY IMMERSIVE EXPERIENCES WILL BE TAKING PLACE NEW FEATURE ALERT: INFOGRAPHIC PAMPHLETS WILL BE AVAILABLE FOR DOWNLOAD, PRINT, & WILL BE AVAILABLE ON AIRBNB’S APP AS A GUIDE TO THE EXPERIENCES 5 LATINX MICROINFLUENCERS TO REPRESENT EACH OF THE 5 LATINX SUBGROUPS WILL PARTNER WITH AIRBNB & APPEAR AT 2 CULTURALLY IMMERSIVE EXPERIENCES PER MONTH ON A SAT & SUN 1 - ANALI GONZALEZ (@THENUEVALATINA) 2 - BEATRIZ SANTIAGO (@BEATRIZCOOKINNVIBEZ) 3 - JASMIN HERNANDEZ (@GALLERYGURLS) 4 - ALEJANDRO MIJANGO (@ALEJANDRO_MIJANGO) 5 - MIKE PIPER (@PIEDPIPERMIKE) PAID MEDIA INFLUENCER PARTNERSHIPS INFLUENCERS WILL ALSO PROMOTE THE EXPERIENCES VIA SOCIAL MEDIA, ANSWER QUESTIONS FROM PARTI EARNED MEDIA PHASE 3 SOCIAL MEDIA OWNED MEDIA FEELS LIKE HOME SOCIAL MEDIA CAMPAIGN DURING HISPANIC HERITAGE MONTH (SEPT 15-OCT 20) HOSTS WELCOME INFLUENCERS INTO HOMES IN TOP 5 CITIES FOR IN-HOME COOKING CLASSES OF GROUPS OF 10 PEOPLE EACH WEEK OF HHM WILL FEATURE EACH OF THE 5 DIFFERENT LATINX SUBGROUPS VIA AIRBNB SOCIAL MEDIA & INFLUENCER’S SOCIAL MEDIA CLASSES WILL BE FILMED & USED FOR SOCIAL MEDIA AD CAMPAIGN IN VIDEO FORMAT PHASE 4