In October 2023, Google for Africa, the company's flagship regional event, highlighted its plans, priorities, and projects across the continent for the year ahead. The virtual event showcased Google's commitment to Africa, with a major announcement of establishing its first African Cloud region in South Africa.
AirBnb
In South Africa, Airbnb is committed to promoting and supporting inclusive, sustainable tourism which includes the dispersal of tourism beyond the main centres. To this end it supports the need for sensible regulation for Airbnb in South Africa and is willing to work with the government and stakeholders in achieving this. In 2023 Irvine Partners worked to ensure that the positive impact Airbnb is making in South Africa is widely known, understood, and reported on in a neutral-to-positive way.
Throughout the year, we seeded a drumbeat of content that supports the overall narrative positioning Airbnb as a responsible player in the tourism sector. In this way, we helped Airbnb communicate how it creates opportunities for thousands of people and does not shy away from complex issues that impact its operations. Beyond keeping the brand top of mind, we showcased Airbnb’s views and position as an inclusive and sustainable tourism business.
Important announcements, such as the launch of the very significant Economic Impact Report, was offered to a select tier 1 outlet to announce. This level of exclusivity worked to elevate the relevance of the report, while also engaging the right media in a more personal way, which had the knock-on effect of more tier 1 media wanting the news too.
The Airbnb Africa Travel Summit brought the year’s work together and at the event we secured 12 tier 1 interviews for the Airbnb country lead to talk about Airbnb's work in the country and their plans for the continent. The event also allowed the media a closer look at Airbnb’s objectives and a first-hand experience of the brand’s culture and commitment to the country.
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Area
- Technology
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Year
- 2018
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Deliverables
- Communications strategy, content creation, publicity and media management
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Airbnb has a long and proud presence in South Africa but is acutely aware of the challenges and nuances of the industry it operates in, particularly where regulation is concerned.
