This snarky Airbnb ad campaign couldn't have backfired any harder
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Earlier this week, Airbnb slapped some advertisements onto the sides of bus shelters in San Francisco and the tone of the copy was so condescending and passive aggressive, some residents assumed it was either a hoax or some kind of art installation. But no, the ads were real — and really that snarky.
The ads all mentioned the $12 million in hotel taxes that were paid by Airbnb's hosts and guests and then suggested things that the city could use that money for. "Dear Public Library System," one version read. "We hope you use some of the $12 million in hotel taxes to keep the libraries open later." Another said it hoped the tax money could be spent on bike lanes, while a third poked at the Board of Education to cash it in to "keep art in schools."
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The ads were met with swift criticism on social media, including an open letter from one resident who pointed out that the libraries aren't the recipient of all $12 million. Martha Kinney wrote:
"I'm happy to hear that you paid your taxes this year. I did too! Isn't it awesome? However, I've crunched some numbers and I have some bad news for you. Out of your $12 mil of hotel tax, only 1.4% percent goes to the SF Public Libraries. So that's $168,000. Divided by the 868 library staff, we have $193 per person. Assuming each employee works 5 days per week minus holidays, this is $0.78 per employee per day. Since that's significantly under San Francisco minimum wage ($12.25/hr), I doubt that your hotel tax can keep the libraries open more than a minute or two later."
After Kinney's post was shared several hundred times and Twitter users continued posting pictures of the ads — including a massive billboard in San Francisco's Union Square — the company responded with an apology. In a statement, Airbnb said:
"The intent was to show the hotel tax contribution from our hosts and guests, which is roughly $1 million per month. It was the wrong tone and we apologize to anyone who was offended. These ads are being taken down immediately."
These ads couldn't have backfired any more than they did, especially since Airbnb is attempting to ingratiate itself to the community as it battles Proposition F, a proposed motion that would significantly restrict and regulate short-term rental properties. Airbnb has spent an estimated $8 million fighting Proposition F, which does not include the cost to place (or remove) those ads.