David Blecken
Sep 12, 2018

Airbnb aims to go mainstream in Japan

The brand's first large-scale campaign since the government's 'normalisation' of home-sharing highlights the versatility of holiday listings.

The brand's first large-scale campaign since the government's 'normalisation' of home-sharing highlights the versatility of holiday listings.

Airbnb has launched its first major advertising campaign in Japan since a law to regulate short-term holiday rentals came into effect in June.

Under the theme Wagaya’ meaning 'a place where you can feel very much at home', the work aims to raise awareness of the Airbnb brand and improve the image of home-sharing, known as minpaku’ in Japan.

The campaign spans TV, online, social, print and outdoor media, with...

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