AIRBNB
YO PETERNEZCO: I BELONG
OBJECTIVE: Create a culturally immersive campaign that positions Airbnb as the leading travel lodging platform and builds a long-term relationship between Airbnb and U.S. Gen Z Latinx travelers.
APPROACH: Leveraged bilingual storytelling, culturally resonant visuals, and a multi-phase activation plan to connect with Gen Z Latinx audiences through a launch commercial, immersion events, social media activations and influencer partnerships.
OUTCOME: Reinforced Airbnb’s brand image as an inclusive, culturally aware travel partner, sparking conversations about Latinx heritage and self-discovery. The campaign aimed to increase Gen Z Latinx travel stays by 6% and boost Gen Z website traffic by 5%, while strengthening brand recognition through direct engagement with local communities and authentic cultural representation.
KEY MESSAGES
GOALS
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.
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.
Airbnb will foster a deeper connection with Gen Z Latinx travelers by helping them to strengthen their connection to their heritages.
TOP 5 LATINX SUBGROUPS
These are the top 5 Latinx subgroups in the U.S. highlighted in the campaign.
11.4% of U.S. population is Mexican & 60% of U.S. Hispanic population is made up of Mexican Americans.
Cubans are the fourth-largest Hispanic subgroup in the U.S.
- Pew Research Center, 2023
- Bureau of Labor Statistics, 2023
There was a 250% increase in the U.S. Salvadoran population from 2000 to 2021.
The Dominican population in the U.S. was the fastest growing from 2010-2020 with a growth rate of 55.2%.
- Pew Research Center, 2023
- U.S. Census Bureau, 2023
Puerto Ricans are the second largest Hispanic subgroup in the U.S.
- Pew Research Center, 2023
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.
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Travel playlist curated with artists who blend Spanish and English
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The hashtag #Quiéneres? will be used throughout the campaign.
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Cultural immersion experiences will be introduced and conducted using Spanglish.
COMMUNICATION TACTICS
1. CAMPAIGN LAUNCH COMMERCIAL
Theme: “Sentirse Como En Casa” (Feel at Home) -- Owned Media
Scene 1: Opening Music
Scene 2: The Heart of the Home
"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.
Scene 3: The Craftsmanship
"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 4: The
Community
Scene 5: The
Hosts
"Home isn’t just a place—it’s the people, los sabores, the sounds that stay with you."
Translation: Las Sabores-The Flavors
"This home holds our history, our traditions, our orgullo. And now, we share it with the world."
Translation: ORGULLO-PRIDE
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 each experience 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)
CULTURALLY IMMERSIVE EXPERIENCES
TALENTO BILINGUE DE HOUSTON
SALSA CLASS & BACHATA CLASS
CHOCOVIVO & TECHANTIT CULTURAL CENTER
COCOA CULTIVATION TOUR & INDIGO-DYEING WORKSHOP
TRINIDAD AIRBNB & LOS HERMANOS
CULTIVO DE LA VIDA/GUAYABERA CLOTHING WORKSHOP & NETWORKING DINNER EVENT
YBOR WALKING TOUR & LA FAROANA CIGARS
YBOR HERITAGE TOUR & CIGAR-ROLLING CLASSES
LA FONDA SPANISH HARLEM & TOUR
ARROZ CON GANDULES/ PASTELES COOKING CLASS & SPANISH HARLEM TOUR
3. INFORMATIONAL MEDIA -- AIRBNB NEWSROOM
When the 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
EX: In Tampa specifically highlighting 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
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)
4. Paid Media -- Influencer Partnerships
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)
5. EARNED MEDIA -- NEWS OUTLETS
Utilization of several Latinx news outlets:
6. OWNED MEDIA -- SOCIAL MEDIA
FEELS LIKE HOME SOCIAL MEDIA CAMPAIGN DURING HISPANIC HERITAGE MONTH (SEPT 15-OCT 20)
EACH WEEK OF HHM WILL FEATURE EACH OF THE 5 DIFFERENT LATINX SUBGROUPS
HOSTS WELCOME INFLUENCERS INTO HOMES IN TOP 5 CITIES FOR IN-HOME COOKING CLASSES OF GROUPS OF 10 PEOPLE
CLASSES WILL BE FILMED & USED FOR SOCIAL MEDIA AD CAMPAIGN IN VIDEO FORMAT
VIA AIRBNB SOCIAL MEDIA & INFLUENCER’S SOCIAL MEDIA
7. SHARED MEDIA -- Hashtag
#QuiénEres?
BUDGET
Participants share a 15-30 sec video via Instagram, Tiktok, or X explaining their cultural identity & how it makes them feel like they belong.
The video submission enters participants in a raffle to win a free trip known as the ultimate cultural immersion experience.
Presents the opportunity to use travel buddy program & go to all 5 cities together to experience all cultural immersion experiences across U.S. in a month and 2 weeks.
Choice to opt-out and go to city of choice for free as a raffle winner as there will be 5 winners total.
Overall Budget: $7.3 million
1. Commercial: $3.5 million
Includes: production costs broadcasting on tv, streaming, and social platforms
2. Cultural Immersions: $1.8 million
Includes: event partnerships, pr content, and donations
3. Influencer Marketing $1.5 million
Includes: mid-level and micro influencers
4. Giveaway: $500,000
Includes: prizes, promotional materials, and ads
5. Contingency Fund
Includes: unexpected costs