Airbnb Adventures

Global Integrated Campaign—2019

Role: Senior Designer
Contribution: Ideation, art direction, social content

Airbnb Adventures are multiday trips hosted by local experts, with activities, accomodations, and meals included. They offer the chance to get off the beaten path and explore local culture in meaningful ways. The project launched in the summer of 2019 as an antithesis to the exploited and often exclusive adventure travel industry.

Airbnb Creative developed a strategy that challenged the notion that adventure travel was only for a fit, white, and wealthy audience that had a taste for adrenaline. We proposed the idea that adventure should be life-changing, and it should be for everybody, then we built a campaign to reflect that.

My role on the team was coming up an experiental activation, and lead executions across social and product marketing.

Selected Press: 
Tech Crunch, Fast Company, Vogue, Travel + Leisure, Apartment Therapy,
Business Insider, Hypebeast, Bustle.

We came up with a way to jumpstart the campaign with a surprise casting of real Airbnb guests from all over the world.

On Airbnb’s website for 48 hours we hid a button asking users if they would drop everything to go on a secret adventure. Users who engaged got taken through a flow to apply motivating why they should be chosen to go. Out of almost 600 applicants, six strangers were chosen and taken on an Adventure.

We built an integrated campaign that comprised a film, social media content, in-app components, and product marketing to launch the category globally.