EXPERIENTIAL MARKETING EVENT, GLOBAL

A community-powered “festival of hosting” reinventing hospitality and tourism, gathering thousands of Airbnb hosts, guests and thought leaders to celebrate a city and its neighborhoods. In November 2016 in Downtown Los Angeles, Airbnb Open convened 20k+ hosts and guests from the Airbnb community (from 110+ countries) for a three-day festival of hosting including 20+ interactive workshops, inspiring talks and community celebrations. AO’s sprawling urban custom-built campus took over 17 venues and 300+ restaurants in DTLA. Streets were closed off for programming e.g. Open Spotlight which celebrated DTLA’s food, music, art and design culture. James Corden hosted the Airbnb Belo Awards, Maroon 5 and Lady Gaga performed and AO featured the LA-premiere of Oscar-winning La La Land. Our marketing approach was multi faceted, with direct outreach to our community via email and social media, retweets and posts by our partners, online advertising, and a dedicated landing page with an evolving roll out of festival speakers, shows, and special events, as well as on-site branding inspired by LA.

Success Metrics

+19,137 Contacts exchanged via the digital bracelets worn by attendees

+20,000 attendees from 102 countries

+38M million video views across Facebook Live, Instagram & Twitter including 2.7 mil+ views of CEO Brian Chesky’s Trips reveal keynote

+130 million earned media impressions

+3,148 Press hits from publishers including People, Adweek, Forbes, Refinery29, USA Today & Daily Mail.

+31 Thousand video shares and PR coverage about the launch of Trips totaled 2,710 media hits

+1.3 Million Trips related searches (demonstrating interest), 955 thousand visits to the new Trips page on Airbnb’s site within the 2 week flight, and a 6% increase in Trips’ top-of- mind awareness among Millennials