Host With Pride
Conquering Overwhelming Demand
Mardi Gras is Airbnb’s second biggest season in the southern hemisphere. Demand outstrips supply.
Misconceptions about being an Airbnb Host during Mardi Gras run high, especially among premium property owners - straight and gay. Our job was to get more premium property owners to sign up during the Mardi Gras season. We knew we had mythbusting task.
We also knew that charm would do what dry facts could not. So we blended the spirit of belonging that Airbnb and Mardi Gras share with a sequined sense of humour.
Host with Pride was a tongue in cheek content series starring Verushka Darling, a house proud, self-proclaimed hostess-with-the-mostest and premium property owner - just like our target audience.
The 7-part series tackled each of the key issues a new host would face in real time, mirroring the journey to signing on.
Pride and Belonging
The content series was supported by PR, local area marketing (OOH), and a fabulous Mardi Gras Parade float featuring 110 Airbnb community members marching to a choreographed dance-remix of Al Green’s Let’s Stay Together.
Sharing The Love
The content sparked more than 1500 social media conversations, with hosts acting as advocates, providing enthusiasm and information to encourage new hosts.
We also reached out to new groups of potential hosts by changing social media metrics to reach real residents in target areas.