Product: Short-term living quarters for diverse travelers
Medium: Print Magazine (Ebony, Essence, Upscale, Black Enterprise, etc.)
Writer: Alexander Fraser
Amenities Include: Respect and Equality
An African-American couple settle into their rented living quarters in Amsterdam. The woman falls back into a comfy-looking bed. The man opens the French doors to the balcony revealing a stunning vista of an Amsterdam canal with colorful houses in the backdrop.
At Noirbnb, we believe everyone has the right to a pleasant, conflict-free experience when traveling and exploring the world. That’s why with us, you’ll never worry about hosts refusing or cancelling a booking based on your race, ethnicity, religion or sexual orientation. Book a living-space with confidence on Noirbnb today!
About the slogan:
As I was developing the copy for this ad, I noticed that Noirbnb’s landing page slogan was “Welcome Home.” To me it didn’t capture the true essence of their company and what it represents. I began brainstorming ideas and came up with “We’re Here!”
“We’re Here!” works better for the company because it evokes positive feelings that dovetail nicely with the company’s goal of creating an inclusive service for diverse travelers.
“We’re Here!” can be a rally cry for those who feel marginalized or ignored by society. “We’re Here!” can be a promise of support by the company to its customers that they’ll always have their back. Also, “We’re Here!” is the celebratory exclamation we say or text to our friends and families when we arrive at our final destination. These reasons add up to a slogan that I think resonates better with potential customers.
UPDATE: Since posting this speculative ad on 10/23/2016, Airbnb unveiled a similarly themed commercial in the wake of Donald Trump’s election on 11/8/2016.