In a mad mixture of game-show glitter and advertising flash, Airbnb is providing clients an opportunity to spend an evening in a Paris museum, keep in homes mocked as much as appear like 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 options to staying in a lodge.
CEO Brian Chesky introduced the 11 non permanent listings — Airbnb is asking them “icons” — at an occasion Wednesday in Los Angeles.
The San Francisco firm stumble on the concept for the publicity caper after seeing the response to a Barbie-themed home in Malibu, California, it listed final yr along with a success film concerning the Mattel vogue doll. The system is similar: hyperlink a promotion to a pop-culture product, movie star or occasion.
And don’t be boring.
“We’re not traditionally identified for making something. We’re a platform,” Chesky mentioned in an interview. “I feel it’s actually nice to point out what it seems to be like when all of the sudden you’ll be able to step into our imaginative and prescient and our creativeness. I feel it’s going to maintain Airbnb prime of thoughts.”
Not like the rental platform’s typical listed properties, Airbnb is virtually freely giving its “icons.” Chesky mentioned the corporate will invite individuals 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 mentioned winners will be capable of ebook the featured properties or occasions totally free or at costs underneath $100.
One of many unique alternatives is an in a single day keep on the Musee d’Orsay in Paris. Chesky mentioned 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 best way, the torch is within the bed room with you,” Chesky mentioned. “You get all the museum all to your self. That is actually evening on the museum. It will get even higher since you step exterior the bed room on to the terrace, you’ve gotten the only greatest seat in the home for the opening ceremony” of the Olympics, which can happen on the River Seine.
For these preferring a U.S. setting, Airbnb is itemizing a home in New Mexico detailed to appear like the one from the 2009 Pixar-Disney animated movie, “Up.” Chesky mentioned Airbnb paid to construct the home from scratch and fix 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 mentioned friends will be capable of watch a crane carry the New Mexico home 50 ft off the bottom.
“I feel we perhaps gained’t have them inside the home after we carry it, only for security causes,” he mentioned.
A few of the listings can 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 like the one in “X-Males” Marvel comics can be obtainable for 3 or 4 months. A Minneapolis home owned by Prince that was featured within the movie “Purple Rain” can be obtainable for a yr, based on Airbnb.
The corporate gained’t say how a lot it spent to amass 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 mentioned. “Now we have much more underneath growth.”
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