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.