Airbnb Japan Relaunch
Japan is a tough market to unlock for international companies. To change the 'Airbnb is for foreigners' perception, we leveraged the inbound boom to show locals that our unique homes are perfect for their quick weekend getaways.
concept behind
"宿泊先いろいろ 日本いろいろ"
(All kinds of accommodations,
All flavors of Japan)
This tagline serves as a reminder of the unique and beautiful listings available across Japan, inviting our audience to rediscover the country in their own way.
Multi-Channel Rollout
We executed an integrated relaunch to make the brand feel everywhere. By pairing cinematic TV spots with major Tokyo billboard takeovers, we built a massive presence—leveraging social storytelling to turn that buzz into domestic bookings.
Thumb-stopping social
Crafting local, distinctive narratives by combining Japanese wordplay with property features, we transformed every listing into a content hero and driving domestic bookings.
Post-Launch Impact
The campaign drove a 350% surge in press coverage and 360 social mentions within 40 days. Now 19 months post-launch, the campaign remains active and effective, proving to be a solid long-term strategy rather than just a passing trend.