PR and communications strategy to grow what3words’ profile across travel and technology media, and support expansion into new markets.
The partnership
what3words is a global addressing system that divides the world into 3m x 3m squares, each with a unique three‑word identifier. By making every location instantly communicable, the company aims to redefine how people use maps, from cities to the most remote landscapes.
To scale that vision, what3words partnered with Airbnb on an adventure travel initiative that would let guests discover a remote Mongolian yurt with no traditional street address, reachable only after a multi‑day trek. The partnership had the potential to unlock an entirely new category of adventure travel on Airbnb, while proving the everyday utility of what3words to millions of travellers.
what3words asked Clarity to turn a technical geocoding innovation into a compelling travel story that would resonate with mainstream travel media, support expansion into new markets, and build visibility in key hubs such as the San Francisco Bay Area.
Reducing fragmentation
Clarity repositioned the Airbnb partnership from a pure technology story to a human, adventure‑led narrative. Rather than leading with the mechanics of a new geocoded addressing system, Clarity focused on how what3words made a remote, nomadic Mongolian yurt bookable, while supporting sustainable tourism and preserving traditional ways of life.
The team treated the Airbnb announcement as a springboard to explore broader travel and cultural trends: the rise of adventure travel on Airbnb, the need to balance access with protection, and the role of precise addressing in opening up hard‑to‑reach destinations.
Clarity then used this narrative as a unifying thread across fragmented media landscapes, securing meetings with top‑tier travel titles and key technology verticals – from automotive and smart cities to industrial logistics – to position what3words as critical infrastructure for the future of travel and mobility.
