Market launch: Airbnb
Founded in August of 2008 and based in San Francisco, California, Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world — online or from a mobile phone.The popular community site decided to enter the Hungarian market in the spring of 2013 and chose us to plan and manage the launch campaign. Instead of using traditional tools, we organized a unique launch event in one of the the listed apartments in the heart of Budapest. A huge number of journalists attended the event whom were welcomed by a barista. Lena Sönnichsen, head of PR for Germany, Central & Eastern Europe and the Asia-Pacific region delivered a short presentation about the business model of the company.
Then the journalists had the chance to ask many questions and try Airbnb in operation.. (And yes, that is a portrait of Che Guevara in the background. But that has nothing to do with our story)
Result: Extensive and positive media coverage and the most successful market launch in Central Europe.