Airbnb has launched a new campaign that aims to portray the company as offering unique and immersive experiences beyond just traditional accommodations. CEO Brian Chesky announced 11 temporary listings, called “icons,” that include opportunities such as spending a night in a Paris museum, staying in houses inspired by movie settings, and sleeping alongside Ferrari racing cars. The concept behind this campaign is to link promotions to pop culture products, celebrities, or events to create buzz and excitement.
Unlike Airbnb’s typical rental properties, these “icons” will be practically given away to about 4,000 winners selected through an application process. Winners will have the opportunity to book the unique listings for free or at prices below $100. Some of the highlights of the campaign include an overnight stay at the Musee d’Orsay in Paris, a house in New Mexico designed to look like the one from the movie “Up,” and a sleepover at the Ferrari Museum in Italy. These listings will offer guests exclusive experiences that go beyond traditional accommodations.
The idea for this campaign stemmed from the success of a Barbie-themed house listing in Malibu last year, which was linked to a popular movie about the iconic doll. By creating these one-of-a-kind experiences, Airbnb aims to showcase its vision and imagination beyond being just a platform for rental properties. The company believes that offering these unique listings will keep Airbnb top of mind for customers looking for unconventional and exciting experiences.
Part of the campaign includes hosting one-time events such as a living room performance by rapper Doja Cat, an evening with comedian Kevin Hart in his members-only lounge, and a sleepover at the Ferrari Museum. Additionally, a house in Minneapolis owned by Prince will be available for a year. The company will not disclose the exact amount spent on acquiring rights, dressing up properties, and paying celebrities, but with a profit of $4.8 billion in the previous year and nearly $6.9 billion in cash, Airbnb is well-equipped to repeat similar campaigns in the future.
The unique listings offer guests the opportunity to immerse themselves in settings inspired by movies, music, and pop culture icons. These experiences go beyond standard accommodations by providing an element of surprise and excitement for those looking for something out of the ordinary. By offering these exclusive opportunities, Airbnb hopes to capture the attention of customers seeking memorable and unconventional travel experiences.
Overall, the Airbnb “icons” campaign seeks to showcase the company’s ability to offer more than just places to stay. By creating these immersive experiences that tie in with popular culture, Airbnb aims to engage customers in exciting and unforgettable ways. With the success of the campaign, Airbnb plans to develop more unique listings in the future to continue offering guests one-of-a-kind experiences that go beyond traditional accommodations.
