BRAND AIRBNB LUXE
Launching a marketplace brand in a luxury space.
Services
Product Launch Campaign, Creative Management
Role
Creative Services Manager
When
2018
PROJECT OVERVIEW
Airbnb, renowned for its accessible and diverse range of accommodations, sought to redefine its offering by launching a new luxury experience with Airbnb Luxe. Our objective was to craft a narrative that not only distinguished the new product within the Airbnb portfolio but also established a unique perspective on luxury home stays and rentals.
CHALLENGE
Launching Airbnb Luxe posed certain challenges. Firstly, there was minimal awareness of this new offering among potential guests and hosts. We needed to introduce Airbnb Luxe effectively and explain its unique value. Secondly, given Airbnb's budget to mid-range reputation, overcoming apprehension about a luxury service was crucial. Lastly, we had to ensure understanding of product differentiation for Luxe within the Airbnb portfolio of marketplace Homes and Plus listings, including pricing and host selection rationale.
AUDIENCE INSIGHT
Our research revealed a distinct desire within our traveler segment for highly personalized experiences, intricately tailored to their individual preferences, which included considerations around timing and companionship. Discerning travelers seek relaxation, connection, and lasting memories beyond the ordinary. Our aim was to showcase each homestay as a meticulously curated destination experience, offering travellers unparalleled and unforgettable moments.
STRATEGY
Extraordinary homes with five-star everything await you when home is the destination. We invited users to discover thoughtfully-designed, verified and inspected homes that offer connection and quality time. We offered personalized trip design and 24/7 concierge service, including curated activities and staff to elevate each homestay.
PROJECT EXECUTION
As Airbnb evolved beyond its origins, the launch of Airbnb Luxe signaled a new era—one defined by high-end villas, exclusive experiences, and a refined approach to hospitality. I worked with global teams to craft a compelling narrative that introduced this elevated offering to the market, ensuring a seamless blend of design, storytelling, and product education.
The campaign delivered exceptional results, earning 2,000+ press mentions in the first week and securing Airbnb’s highest-valued booking to date at $90,000. By leading the production of digital marketing assets across Instagram, email, and key channels, I helped position Airbnb Luxe as the go-to destination for luxury stays.
Product Launch Campaign
Part of a large global team that worked on the launch of Airbnb Luxe, Mab's main responsibility was coordinating the production of design and copy assets for digital marketing channels. She facilitated production and launch across Instagram, email, and other digital channels for the product launch. Working closely with growth marketing, product design and art department teams, we ensured a cohesive brand message that prioritized product education through immersive narratives and inviting communication designs.
Credits. ‡
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Head of Luxury Marketing: Eshan Ponnadurai; Creative Direction: Naz Arandi; Creative Production: Caroline Cho; Copywriting: Michelle McAlister; Design: Brooke Ellis, Alexander Mimran; Netta Selene, Robin Man, Sebastian Speier; Brand: Marie Kouadio Amouzame; Growth and Traffic: Adam Di Stefano; Strategy and Ops: Ye Jin; Lifecycle and CRM: Alan Yeoh; Product Photography: Julia Van Arsdale; Creative Services: Meredith Ann Brooks.
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Creative Project Manager: Mitch Gilroy
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Public Library: Identity Design and Logo Development: Ramon Coronado, Marshall Rake.