Airbnb Night At
Led the strategic refresh of the global Night At franchise, setting it sail with a new partner focussed approach.
The Night At programme offer once-in-a-lifetime overnight experiences, that only Airbnb can unlock. Each so incredible that the whole world wants to participate.
Some of the highlights are shown below.
- Airbnb Night At Abbey Road Studios
“Live inside the home of recorded music”
We partnered with Abbey Road studios to unlock the magic inside one of music’s most significant places. We devised an evening that created a passionate fan experience giving the competition winners the opportunity to live like legends in the most iconic studio in the world, hosted by Abbey Road local, Mark Ronson.
Strategically led the campaign from conception to execution, working alongside VICE as global media partner, we delivered over 15m impressions, 15k entries and over 200+ press hits.
- Airbnb Night At Blue Planet 2
The ocean covers 70% of Earth’s surface, and yet remains the least known part of our planet. Humanity relies on it to exist but it's an alien world to the vast majority of us. In partnership with the BBC, Airbnb gave people the opportunity to explore a habitat most never get the chance to experience – in the heart of our blue planet.
The three day experience allowed six winners the chance to stay on board the world’s best and most equipped research vessel, the Alucia. The experience took them to the depths of the sea in state of the art submarines that have travelled deeper than any other before.
Strategically led the campaign from conception to execution, working alongside BBC Earth, we delivered a 360 degree holistic campaign including TV that achieved 40m impressions, 20k entries and 400+ press hits.
- Night At Dracula’s Castle
A mythic castle, a haunting legend, and a literary classic—the result? The chance to dazzle the world. Airbnb partnered with Bran Castle in Transylvania and Dacre Stoker (Bram Stoker’s great-grandnephew) for a brand opportunity that proves the tale of Dracula is most definitely immortal.
The strategically timed Halloween contest made the press thirsty for the details. More than 2,000 publications reported on it, generating huge buzz for the event, and giving the “bat-cam” a huge boost on social media as it broadcast live night-time flyovers. Thrill-seekers from around world signed up to spend the night in the centuries-old castle, and 100K curious vampire watchers tuned in to the bat-cam’s live broadcast.
Press hits: Actual 2,008 // Target 400 // +5,02x
Competition entries: Actual 88,000 // Target xx // +XXx
Signups: Actual 49,000 // Target: 20,000 // +2.45x
Earned impressions: Actual: +27MM // Target: 15MM // 1.8x