The Brief
Airbnb wanted to announce its latest platform innovations to press, celebrities, and influencers in a way that felt both compelling and true to the brand. The goal: to create culturally resonant moments that drive global buzz, position Airbnb as a leader in experiences, and make each product launch feel as innovative as the offerings themselves.

The Final Product
I led the agency team responsible for experiential strategy, creative development, and execution across five major Airbnb product launches from 2022 through 2025. Each activation was designed to bring Airbnb’s innovations to life through immersive experiences, blending culture, celebrity, and fan engagement.

Highlights include the 2025 launch of Celebrity Experiences, Airbnb’s biggest product debut since its IPO, as well as the 2024 launch of Airbnb Icons. These Los Angeles events allowed fans to book intimate, once-in-a-lifetime experiences with stars like Kevin Hart, Doja Cat, and Khloé Kardashian, while attracting global media, influencers, and celebrities to participate in the moment. Across all launches, experiences were crafted to feel authentic, memorable, and shareable, reinforcing Airbnb’s identity as a platform for more than just stays.

The Results

• 2024 launch outperformed Airbnb’s IPO in press coverage.

• 411M social impressions and 1.4B total reach.

• 96% positive or neutral sentiment across social and media coverage.

• Five consecutive product launches from 2022-2025 consistently generated global press, social buzz, and brand affinity