Airbnb Adventures
Project
Integrated global campaign, 2019
Role
Senior copywriter
Work
Airbnb Adventures are immersive journeys to off-the-beaten-path destinations. They’re led by local hosts and are created to be more accessible, inclusive, and original than typical adventure travel packages.
To launch this new offering, Airbnb Creative developed a strategy based on the idea that adventures should be life-changing and they should be for everyone—regardless of income or physical capabilities. We sent people from all over the world on surprise adventures to mystery destinations and focused on the real, human stories of transformation that occurred. These documentaries of adventure formed the backbone of our global campaign.
I developed an experimental campaign activation, was a lead creative on a video production in Oman, and wrote copy for product, email, and social channels.
Six Strangers in Oman
“Six Strangers in Oman” tells the story of one group of people we sent on a surprise Airbnb Adventure. For 48 hours, we placed a “call to adventure” button on Airbnb’s homepage daring people to drop everything and travel to an unknown location. The idea for this campaign activations was to make adventure travel as easy as clicking a button. From hundreds of applicants, we chose six to send on the trip of a lifetime. We documented their transformational experience across deserts, mountains, wadis, and villages in Oman.
Select social and product work
Selected press: Tech Crunch, Fast Company, Vogue, Travel + Leisure, Apartment Therapy, Business Insider, Hypebeast, Bustle
Team: Tony Högqvist, Alex Anderson, Khoi Phan, Ximena Keirouz, Michael Smith, Lauren Parker, Jessica Hägg, Jan Roeykens, Mark Johnston, Aly Pullman, Peter McCullough, Freddie Whitman, Christian Baker, Yara Khakbaz, Jamie, Eddy, Max Gawell Engstrom, Sam Salehian Hultqvist, Chris Lynch, Ryan Kim, Clayton Worfolk, and more partners.