Essay Sample on AirBnb Launches New Logo: A Public Relations Campaign

Introduction

The Public Relations Campaign in this case entails a campaign aimed at informing the public about the introduction of the new logo in the company AirBnb. Fundamentally, Airbnb is one of the leading multinational companies in the world. The company is engaged in the provision of online hospitality services and thus provides the clients with an opportunity to rent or lease short-term lodging. Such services also include vacation and apartment rentals, hotel rooms, and hotel beds. The company can work on such a large scale and ultimately can gain a tremendous competitive advantage. For the hosts, the Airbnb is a way to earn some income from the property. It is also important to note that Airbnb creates a unique experience for their travellers, through their unique accommodations available.

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Such accommodations always reflect the kind of host's lifestyle, personality and the culture. Majority of people would desire to differentiate themselves from others. In this regard, the Airbnb provides a wide range of accommodation type, which provides a difference than the ones who lived in traditional hotels. This helps to satisfy both their needs for a high level of uniqueness of this kind. Studies have shown that belongingness and uniqueness play a critical role in the consumer judgement as well as their decision-making. As such, the Airbnb is a perfect choice and solutions to all these problems. The concepts of uniqueness and belongingness acts a major cause of customer attraction and hence the company's competitive advantage over its rivals.

The overall goal of this marketing campaign is to increase the connection with the customers, and ultimately their understanding of the products and services offered by the company. Various outcomes, such as the increased understanding, and connections, are key outcomes expected in this case. Such change is likely to happen within three months of the campaign's inception.

On a broader note, increased understanding is expected as a result of the provision of the appropriate and timely information about the newly introduced logo. One way through which companies communicate with their customers is through logo. This PR campaign therefore aims to deepen customer's knowledge about the services offered. An increase in the number of customers who come out to appreciate the services, as well as the new customers after the PR would act as measurement outcome.

It is crucial to note that PR is concerned with strategic management and information to ensure that companies achieve specific communication objectives. Studies have reported that shown that research in PR can be a fundamental tool to mitigate and reduce the impacts of unfavorable publicity based on the fact that it is an essential and considerably flexible communication element. PR in this case will help provide more information about the introduced new-to-market communication tool, its uses, and the anticipated positive outcomes it is likely to have on the individuals and businesses at large. Effective PR is also an example of effective communication, which will have a tremendous influence on the target market, enabling the stakeholders to remain loyal to the brand or organization.

References

Smith, R. D. (2013). Strategic planning for public relations. Routledge.

Kruckeberg, D., Newsom, D., & Turk, J. V. (2013). This is PR: The realities of public relations (11th Ed.). Belmont, CA: Wadsworth Cengage Learning.