Airbnb

Airbnb reaches for the stars with astro-tourism campaign

Services provided

International crewing
Photo and video creation
Global distribution through the AP wire and Multimedia Newsroom

Challenge

With the rise in astro-tourism as the latest travel trend, Airbnb announced a unique experience during a recent lunar eclipse when Mars would also be in its closest proximity to Earth since 2003. Six guests were able to witness the phenomenon from one of the top stargazing hot spots, and visit the world’s largest telescope, Gran Telescopio Canarias in La Palma, Spain.

To promote this unique Social Impact Experience available in the Airbnb platform and communicate the rise in astro-tourism to a global audience through high-quality content under unique conditions and a precise deadline.

Solution

Beginning with concept discussion, the AP Content Services’ in-house production team then quickly put a specialist night-sky filming crew and photographer in place. With the logistics and details of the shoot taken care of by a dedicated producer, the Airbnb team was free to consider their media strategy around the additional global distribution planned for the project launch.

Once the content was filmed, the photos and videos were quickly edited to ensure that everything could be approved in a timely manner and delivered under strict deadline.

A single point of contact on the Content Services team helped streamline the distribution process and saw that both consumer-ready video and a VNR were successfully published at the set launch time across AP’s news wires and Multimedia Newsroom page.

Content examples

Still image shot by specialist night-sky photographer

About

Airbnb is a global travel community that offers end-to-end trips and leverages technology to economically power millions of people around the world to monetize their spaces, passions and talents. Airbnb Experiences allow travelers to see a different side of their destination, with activities curated by locals and access to the best local restaurants through a partnership with Resy.

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Note

The Content Services group is separate from the AP newsroom. While sponsorship arrangements are available surrounding AP's news coverage, these do not include any brand influence or oversight of the coverage. AP Content Services' custom brand storytelling projects, conversely, do not involve AP editorial staff and do invite brand input and review.