NYC Disrupts Disruptors
Just about everyone in New York has seen the ads: “New Yorkers agree: Airbnb is great for New York City.” But apparently, the message wasn’t clear enough the first time around.
Airbnb has updated the campaign to be much more in-your-face and explicit. On many of the new ads, the smiling portraits of the lovely and diverse cast of Airbnb hosts have been scraped away for bold, white space and much bigger text. For anyone who didn’t get the message before — many New Yorkers we spoke to simply thought they were ads for Airbnb’s service — the message is much clearer.
A few hundred people sat in the summer heat in Central Park last night, waiting for tickets for the Public’s opening night of their production of “King Lear,” when they were approached by a young woman with a clipboard.
“Would you like to sign a petition saying you support Airbnb in New York City?” she asked, going one by one.
“Support what, exactly?” asked the first person she approached.
“Oh, you know, like the service Airbnb provides, and just what we’re doing,” she said, obviously lacking an aggressive, prepared script.
One by one people signed a petition saying they supported “AirbnbNYC,” and why not? The vague, upbeat language — asking for an endorsement without a clear mission statement — seemed entirely unobjectionable.