Airbnb Plus Launch

We launched the Airbnb Plus brand to appeal to a type of traveler who had previously chosen higher-end hotels over homes on our marketplaces. As Condé Nast Traveller wrote, “Airbnb Plus is for people who hate Airbnb.” Every Airbnb Plus listing on the platform was verified on a 100-point checklist to ensure maximum comfort, quality, and character. Though hundreds of homes were already up to the bar and easily verified, thousands more required additional work from hosts to get them to Plus quality. 

Our creative team was responsible for building this new brand from the ground up—including all new product description pages, illustrations, photo and film art direction, and messaging. Unlike other launches, we were tasked to build creative for both sides of the marketplace: to educate and inspire travelers about the new Airbnb Plus brand, as well as content that provided easy-to-follow design advice to non-designers and additional educational materials on the various requirements.

We built several landing pages including all art and copy, over a dozen films for a launch Keynote, an integrated marketing campaign, as well as sustain posts across social media channels.

Selected Press: 
The Verge, The New York Times, Condé Nast Traveller, AFAR, Architectural Digest, Apartment Therapy

Impact: 770% increase in product page views, 58% increase in bookings, 87 million impressions, 1500+ global press articles 

Team: Naz Arandi, Adam Hobbs, Parker Grant, Vik Sharma, Derek Chan, Hannah Hughes, Ian Rowe, Mariola Costa, Bridget Harris, R/GA (design partner), Mighty Oak (production partner)