1 Achieving Success with the Heritage Travel Campaign A Case Study with Airbnb + 23andMeFounded in 2008, Airbnb exists to create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive and sustainable. Airbnb’s people-to- people platform benefits all its stakeholders, including hosts, guests, employees and the communities in which it operates. The brand’s accommodation marketplace provides access to 6+ million unique places to stay in 100,000+ cities and 191 countries and regions. With Experiences, Airbnb offers unprecedented access to local communities and interests through 40,000+ unique, handcrafted activities run by hosts across 1,000+ markets around the world. Founded by Anne Wojcicki, Linda Avey and Paul Cusenza in 2006, 23

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