CLIENT:
Share Better Coalition
CAMPAIGN:
Save Our Housing
Lay of the land
After a long, multi-year campaign that we created with the goal of raising public awareness and building support for stronger regulations of the short-term rental industry in order to protect affordable housing stock in NYC, 2018 set the stage for the culmination of all our hard work – the potential passage of groundbreaking legislative reforms.
How we changed the dynamic
Through MPS’s strategic execution of a robust and coordinated program of earned and paid media ad placements, digital and grassroots advocacy, message development and data-driven audience targeting and other online education tactics that helped create a fertile environment for change. Ultimately, we achieved a stunning victory with the passage of groundbreaking legislative reforms that will have a drastic and lasting impact on New York’s tourism and housing market, significantly inhibiting the ability of Airbnb and other short-term rental platforms to pull tourism dollars away from traditional hotels and other local attractions while helping preserve vital affordable housing stock for the local area residents.
Value Delivered
Full campaign creative production, including multiple videos and sets of graphics
Creation of targeting models, using a combination of consumer and industry data to tailor messaging to key demographic and geographic audiences.
Development and execution of a strategy that included not just paid and earned media, but grassroots advocacy tactics such as tele-town halls, canvassing and petitioning programs.
Achieved multi-year campaign goal of stricter regulations on Short-Term Rental services to protect affordable housing for New Yorkers.
