AIRBNB- EXPERIENCES (D&ADSHIFT 2025)
(Strategy + CopyWriting)
Airbnb came to my SHIFT class with a challenge: how do we communicate what was then called “Operation Purple”—their push to showcase new adventures and experiences beyond just home rentals?
I yelled WE GOT YOU!
THE IDEA:
Highlight Airbnb’s connection to local culture by showcasing events, adventures, and activities hosted by real locals—showing what it truly feels like to have an authentic local experience. Think: making ramen with a renowned chef in Japan, or learning jazz inside a real Memphis club. Experiences rooted in the community, not just places to stay.
THE WORK:
Created copy and strategy that highlighted authentic, locally driven experiences in Airbnb’s core activation markets, emphasizing the culture, people, and stories behind each location.
THE RESULTS:
Airbnb offers Experiences in 650+ cities globally
while continuing to foster its evolving connection with community.