In a mad mixture of game-show glitter and advertising and marketing flash, Airbnb is providing prospects an opportunity to spend an evening in a Paris museum, keep in homes mocked as much as appear to be film settings, or sleep surrounded by eight Ferrari racing automobiles.
These and different chimerical listings are a part of a splashy new marketing campaign by the short-term rental big, which desires to painting itself as an organization that sells experiences and never simply alternate options to staying in a lodge.
CEO Brian Chesky introduced the 11 momentary listings — Airbnb is looking them “icons” — at an occasion Wednesday in Los Angeles.
The San Francisco firm come across the concept for the publicity caper after seeing the response to a Barbie-themed home in Malibu, California, it listed final yr along side a success film in regards to the Mattel style doll. The method is identical: hyperlink a promotion to a pop-culture product, celeb or occasion.
And don’t be boring.
“We’re not traditionally recognized for making something. We’re a platform,” Chesky stated in an interview. “I feel it’s actually nice to indicate what it seems to be like when instantly you’ll be able to step into our imaginative and prescient and our creativeness. I feel it’s going to maintain Airbnb high of thoughts.”
Not like the rental platform’s typical listed properties, Airbnb is virtually making a gift of its “icons.” Chesky stated the corporate will invite folks to fill out a profile and clarify why they need one of many listings, and Airbnb will decide about 4,000 winners over the course of the yr. He stated winners will have the ability to ebook the featured properties or occasions free of charge or at costs underneath $100.
Really useful Tales
One of many unique alternatives is an in a single day keep on the Musee d’Orsay in Paris. Chesky stated Airbnb recruited Mathieu Lehanneur — he designed the torch for this summer time’s Paris Olympics — to transform the clock room atop the museum right into a bed room.
“By the way in which, the torch is within the bed room with you,” Chesky stated. “You get your complete museum all to your self. That is actually evening on the museum. It will get even higher since you step outdoors the bed room on to the terrace, you could have the only finest seat in the home for the opening ceremony” of the Olympics, which is able to happen on the River Seine.
For these preferring a U.S. setting, Airbnb is itemizing a home in New Mexico detailed to appear to be the one from the 2009 Pixar-Disney animated movie, “Up.” Chesky stated Airbnb paid to construct the home from scratch and connect 8,000 balloons to imitate the helium-filled ones the central character within the film makes use of to make the home fly.
The Airbnb model gained’t fly, however Chesky stated friends will have the ability to watch a crane carry the New Mexico home 50 ft off the bottom.
“I feel we perhaps gained’t have them inside the home once we carry it, only for security causes,” he stated.
Among the listings will probably be one-time occasions, together with the sleepover on the the Ferrari Museum in Maranello, Italy, a lounge efficiency by rapper Doja Cat, and a night with comic Kevin Hart in his members-only lounge. The “Up” home and a mansion in New York made to appear to be the one in “X-Males” Marvel comics will probably be obtainable for 3 or 4 months. A Minneapolis home owned by Prince that was featured within the movie “Purple Rain” will probably be obtainable for a yr, based on Airbnb.
The corporate gained’t say how a lot it spent to accumulate rights, gown up the properties, and pay the celebrities concerned. Airbnb made a $4.8 billion revenue final yr and ended 2023 with practically $6.9 billion in money. Sufficient to repeat the “icons” marketing campaign.
“These 11 are the start,” Chesky stated. “We’ve much more underneath improvement.”
