City of Denver
City of Denver Excise and Licenses | Public Education Campaign for Short Term Rentals
Challenge
The City and County of Denver passed a new ordinance requiring short-term rental properties (Airbnb, HomeAway, etc.) to be properly licensed, ensuring tenant’s safety and that the proper lodging taxes are being paid. The City needed a method of quickly reaching residents who are renting their properties for fewer than 30 days at a time and educating them about the licensing process.
Solution
To simplify the education and message recall process, the CenterTable creative services team worked with the City of Denver to develop the “Stay Legit Denver” name and related brand identity. Additionally, to mitigate confusion about the need for certification, CenterTable created a brief decision tree graphic treatment to accompany the website and education campaign.
Finally, utilizing existing City email lists and working in lockstep with representatives from Airbnb, CenterTable built a comprehensive “look-a-like” Facebook audience and launched a Facebook, pay-per-click and display advertising campaign aimed at driving new short-term rental license applications.
Results
More than 75% of Denver-based Airbnb users were licensed within two months.
Facebook & Instagram
820,690 impressions and 4,288 clicks
Display
9,433,181 impressions and 4,947 clicks
Airbnb
66,142 impressions and 125 clicks
Spotify
201,100 impressions 261 clicks
PPC
188,390 impressions and 1,476 clicks
Campaign Totals
10,709,485 impressions and 11,097 clicks