The Brief
Airbnb set out to expand beyond traditional home rentals by tapping into global pop culture moments and fandoms. The mission: create once-in-a-lifetime stays and experiences that dominate conversation, drive social sharing, and position Airbnb as more than just a place to stay.

The Final Product
Under the Only on Airbnb banner, Airbnb launched a slate of culture-first stays and experiences, including the Barbie Malibu Dreamhouse, The Fresh Prince of Bel-Air Mansion, and re-creating the fictional Sanderson Sister home from cult-favorite Hocus Pocus. Each was designed as a fully immersive environment, re-creating iconic sets and storylines for fans worldwide.

From 2020 - 2023, as Account Director and Lead Producer, I oversaw all experiential for the agency, guiding strategy, creative development, build-out, and on-site execution. My role spanned everything from coordinating with celebrity and studio partners to shaping guest experiences to ensuring flawless production that lived up to the cultural legacy of each property.

The Results
Cumulatively, Only on Airbnb became an earned media juggernaut, driving thousands of press stories, hundreds of millions of social impressions, and consistently high positive sentiment. From 2020 through 2023, these cultural-first stays evolved into global media powerhouses, building brand affinity and reinforcing Airbnb’s reputation as a curator of unforgettable, pop culture–driven experiences. The Barbie Dreamhouse alone tells the story:

• The Barbie Malibu Dreamhouse became Airbnb’s most popular listing ever.

• The campaign generated 13,000 press hits, 250M+ social impressions, and 37,600 original stories globally, with 95% positive sentiment.

• Over 1.8B engagements and 28M listing views across the campaign.

• Airbnb leadership noted the Dreamhouse drove twice as much press as the company’s IPO.

More important than any numeric KPI, Only on Airbnb showed the power of brand experience in generating emotional value and global attention. These projects not only elevated Airbnb’s brand as a curator of cultural moments but also laid the creative and strategic foundation for what later evolved into Airbnb Icons: the company’s formalized program of one-of-a-kind stays and experiences.