With the launch of Airbnb Concerts in early 2018 the Airbnb Experiences team executed a major celebrity partnership with singer John Legend. As part of this broader campaign (that delivered 23M impressions across owned, earned, and paid channels – including a feature on one of TV’s most popular shows, Ellen) I managed the production of an intimate concert for 200 at the home of designer Kelly Wearstler. The campaign raised the profile of Airbnb Concerts among both fan and industry circles, and laid a blueprint for promoting such Marquee Experiences within the Airbnb ecosystem.

As part of a broader Marketing strategy championing emerging Design talent and fostering creativity for those without a platform, Airbnb embarked on a multi year sponsorship with Design Miami/. In 2017 we engaged design duo Muller Van Severan to partner on an activation integrating themes at the heart of the Airbnb brand and spotlighting the stories behind the objects in our homes. This process was a true collaboration as I worked with the Design Miami team, our production partners, and the designers themselves to iterate on the creative concept, ultimately landing on an immersive experience that transported attendees to the designers' home in Belgium. As guests walked throughout the space personal stories about each object were whispered in their ears via a high tech invisible directional sound system. From the sounds of a family dinner, a young child describing a chair, to the designers reminiscing stories of a family heirloom, guests experienced an intimate and magical insight to the designers' lives and the inspiration behind their work.

Looking to improve brand awareness and positive sentiment, Airbnb launched a multi-year partnership with the New York Road Runners for the NYC Marathon and Brooklyn Half Marathon. The Experiential components lay at the foundation of the broader marketing campaign and included pop ups throughout the 5 boroughs, the BK Half pre-party at Brooklyn Bridge park, onsite activations & hospitality on race day, partnerships with well known running clubs and influencers, and an extensive social media campaign to extend our activation presence.  These were truly cross functional campaigns working across the Policy, Community, Press, Social Media, Creative, Customer Service, and Media team within Airbnb.

In early 2014, Airbnb was looking to build brand awareness and establish itself as a beacon of fostering creativity. We embarked on a multi-year sponsorship with the Sundance Film Festival and activated the Airbnb Haus, a hospitality house for festival attendees, for the next three years.  Providing world class hospitality, unique and exciting programming, and building opportunities for connection we transformed and set the bar for how brands activated onsite during the festival. Highlights included speaker panels with well known actors & directors like Mark Ruffalo and Geena Davis, curated activities with up and coming Creatives like Ivan Cash, partnerships with Adobe and HBO, and a truly beautiful and welcoming space earning us Press hits, Social engagement, and cementing Airbnb as a leader in hospitality.

Beginning in 2014, the Experiential Marketing team was responsible for working with the Comms and Regional Marketing teams to develop and produce a pipeline of locally and globally relevant contest moments under the “Night At” campaign (this was rebranded “Only On Airbnb” in 2019). Leveraging cultural moments and partner audiences, the goal of these campaigns were to push the boundaries of what seemed possible, creating larger than life examples of Airbnb listings & Experiences to earn Press and brand awareness. Scaling the program into a global franchise, my role ranged from Lead Producer and Marketing Manager to ultimately overseeing the entire global pipeline, budget, and resourcing. Earning several awards, and inspiring numerous copy cats, Night At / Only On is recognized as one of Airbnb’s most successful and longstanding marketing campaigns and went on to become the foundation for Icons.

In early 2021 Airbnb purchased an OOH billboard on top of Airbnb’s HQ building in San Francisco. Owning this board provided an opportunity to express messages specific for the moment and cultural conversation. Speaking in first person, the brand voiced powerful messages of solidarity and inspiration including “We miss traveling too,” “Thank you science,” and a CTA to host Afghan refugees. Throughout 2021, while much of the world paused hosting events, I spearheaded a team of Marketing Creatives to develop the OOH campaigns for this board (one of which has expanded into other domestic markets) .