Campaign details

Agency: Chase India
Brand: Airbnb

Background

  • Since entering office in 2014, Prime Minister Narendra Modi had made the development of North-East a part of his key political and governance agenda. On multiple occasions, he has spoken about tourism being an economic growth driver for the region and has highlighted its untapped potential, the need for job creation and entrepreneurship development in North-East India.
  • Considering the PM's developmental agenda for the North-East and the central role of tourism in the same, there was a synergy to be harnessed between Airbnb and the government for the growth of tourism potential in the region.
  • Aligning with Airbnb's vision for India market, Brian Chesky, Airbnb's CEO and Co-Founder, had made a commitment to PM Modi in 2016 to create 50,000 hospitality entrepreneurs (including at least 15,000 women), and providing comprehensive hospitality skills training in rural and underserved areas.
  • Therefore, extension of its commitment to North-East India was an obvious opportunity for Airbnb to create a healthy tourism ecosystem that is local, authentic, diverse, inclusive and sustainable.
  • To this effect, Airbnb needed to develop a collaborative programme for the North-East to strategically engage with and on-board relevant government departments, grassroots partners and local communities that support fulfilment of the commitment.

Challenges