Strategic luxury market entry that shattered booking records
PROJECT OVERVIEW
Airbnb's launch of Airbnb Luxe represented the company's strategic entry into the luxury travel market—a significant brand evolution that required launching a premium sub-brand within an established accessible marketplace. As Creative Services Manager, I led production coordination for this high-stakes launch campaign, working across global teams to execute creative assets, curate luxury properties, and coordinate digital marketing production that positioned Airbnb as a credible player in the luxury hospitality space.
Role: Creative Services Manager (2018-2020; Campaign launched summer 2019)
Responsibilities: Product Launch Campaign Production, Creative Asset Coordination, Luxury Property Curation, Cross-Functional Production Management, Digital Marketing Execution
KEY IMPACT
2,000+ press mentions in the first week following the launch campaign
Record $90,000 booking - Airbnb's highest-valued booking to date
Successful luxury market entry through coordinated campaign execution across Instagram, email, and digital channels
Cross-functional production leadership coordinating growth marketing, product design, and art department teams
CHALLENGE
Launching Airbnb Luxe presented unique marketplace positioning challenges that required sophisticated creative execution. The primary challenge was establishing credibility in the luxury travel market while maintaining a connection to Airbnb's accessible brand heritage. Additionally, the launch needed to clearly differentiate Luxe from existing Airbnb offerings (Homes and Plus listings) while educating both potential guests and hosts about this new premium tier.
The execution complexity included minimal market awareness of the offering, overcoming consumer skepticism about Airbnb's luxury capabilities, and ensuring clear product differentiation across the Airbnb portfolio, all while meeting the elevated creative standards expected in the luxury market.
AUDIENCE INSIGHT
Research revealed that luxury travelers sought highly personalized experiences tailored to individual preferences, timing, and companionship needs. Discerning travelers prioritized relaxation, authentic connection, and lasting memories beyond standard luxury accommodations. The insight guided positioning each property as a meticulously curated destination experience, emphasizing the unique value of "home as destination" rather than traditional luxury hotel experiences.
STRATEGY
The strategic positioning centered on "Extraordinary homes with five-star everything" where "home is the destination." The approach invited users to discover thoughtfully-designed, verified and inspected homes offering connection and quality time, supported by personalized trip design and 24/7 concierge service. This strategy positioned Airbnb Luxe as offering both luxury accommodations and comprehensive destination experiences.
PROJECT EXECUTION
As the lead creative production coordinator for marketing on this major strategic initiative, I collaborated with a global launch team to execute creative campaigns that successfully introduced Airbnb's luxury offering to the market. My role focused on high-quality production execution across multiple channels while ensuring cohesive brand messaging that educated audiences about this significant brand evolution.
Campaign Production & Cross-Functional Coordination
I led comprehensive production coordination for the global launch campaign, managing creative asset development across Instagram, email, and key digital channels while collaborating with growth marketing, product design, and art department teams. A critical component involved curating luxury properties and developing content that showcased the "home as destination" value proposition, requiring deep understanding of luxury traveler expectations and translating unique property features into compelling narratives.
The production challenge centered on balancing Airbnb's accessible brand DNA with luxury market expectations—ensuring creative assets met elevated standards for credible luxury market entry while maintaining brand authenticity. This involved facilitating asset production timelines, maintaining quality standards across deliverables, and ensuring consistent messaging that supported luxury market positioning.
The coordinated production approach contributed directly to campaign success, with creative assets driving 2,000+ press mentions in the first week and ultimately supporting the record-breaking $90,000 booking that validated Airbnb's luxury market strategy.
RESULTS AND IMPACT
The Airbnb Luxe launch demonstrated successful luxury market entry through exceptional production coordination and creative execution. The campaign's success—evidenced by extensive press coverage, record bookings, and industry recognition—validated both the strategic approach and the quality of creative production that supported this major brand evolution.
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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.
