How to use existing content to boost your brand

Which brands were involved?

Airbnb needs no introduction! A strong brand in its own right, AirBnB is an online marketplace that connects over 6 million people who want to rent out their homes with people who are looking for accommodations in specific locales.

Penguin are no small brand either! Whilst less prominent in their branding, they are the worlds largest publishing house - publishing books for well known names such as Michelle Obama amongst others.

What was the brand collaboration?

So, in 2020, Airbnb teamed up with Penguin to create a special edition of the book "The Art of Travel" by Alain de Botton. For those that aren’t aware, the Art of Travel takes a more philosophical look at why we travel and how to get the most out of the experiences we gain.

The old cover was thrown out and a bespoke, AirBnB special edition cover was created. There was even a foreword written by the founder of Airbnb, Brian Chesky.

The aim? Align the Airbnb brand to a more modern approach to travel by featuring this book across their properties. Chesky said the book is meant to remind us to think about why and where we travel, so we can make sure we're going where we really want to go.

What we love about this cross marketing project

This partnership smartly uses one of the many books in Penguin publishing’s back catalogue and repurposes it for a large client. 

By rebranding the book cover, AirBnB create a sense of shared values and identity between book’s content - a philosophical and modern take on why and where we travel - and AirBnB’s modern take on finding places to stay across the world. 

The collaboration allowed Airbnb to associate itself with a well-known and respected book on travel, enhancing its reputation as a provider of unique and enriching travel experiences

Equally, Penguin publishing house and the book author get more exposure to the exact audience that is appropriate for the content. 

A win win for both parties.

Where can I find out more?

The New Art of Travel - Wired UK