We visited 5 boroughs in 4 days to help launch Airbnb Experiences in New York.

Mission

Since launching Trips in November 2016, Airbnb Experiences has connected travellers with classes, tours, and activities hosted by locals in a handful of cities around the world with one blaring exception: New York City. A little under two weeks before launch, Airbnb asked Bokeh to conceptualize and execute a true multichannel production. We captured five unique experiences in each of the five boroughs in just four days of production to create assets leveraged across marketing, PR, social, and in-product.

Services

  • Content strategy
  • Film/Video
  • Photography
  • Social
  • Television ads

Experience NYC With Locals | Airbnb

All together now

On the front end, we wrangled together Airbnb’s product marketing, PR, social, and art departments in the same room to help identify individual objectives and shape the larger picture for our production. After reviewing each team’s wish list of content, we consolidated them to create an production approach that would fulfill everyone’s needs.

The production was shaped around our anthem video for product marketing. Leveraging this infrastructure, we choreographed a Camera B team to collect in-product trailers for the Airbnb app, a photographer to collect PR content, and an iPhonographer to capture native assets for Instagram, Instagram stories, and Twitter.

Nyc Triptych 1

Empire state of mind

We wanted to embody the attitude and swagger of New York City. For the video that meant paying homage to New York’s jazz and hip hop culture with the soundtrack, as well as employing a quick-cut editing style and dynamic movements. These gritty exterior shots were layered with displays of genuine human connection and discovery on the part of our guests—regular people (not models) who joined us on each Experience.

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Still from the "Harvest Honey with Asher" Experience

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Still from the "Harvest Honey with Asher" Experience

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Still from the "Be Greek with Angelis" Experience

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Still from the "Be Greek with Angelis" Experience

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Still from the "Design Jewelry with Dynasty and Soull" Experience

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Still from the "Design Jewelry with Dynasty and Soull" Experience

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Still from the "Design Jewelry with Dynasty and Soull" Experience

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Still from the "Make a Hat with Brandon" Experience

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Still from the "Make a Hat with Brandon" Experience

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Still from the "Street Dance with It's Showtime NYC!" Experience

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Still from the "Sail NYC History with Matt" Experience

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Still from the "Sail NYC History with Matt" Experience

The end goal was to show that the hosts were products of New York and the experiences were products of the hosts; these adventures could not happen anywhere else. This intent permeated through all of our work: photography included portraits of each host in their respective locations surrounded by the elements of their experiences, from bespoke hats to Greek tapas, and social media assets were shaped as “takeovers” so the hosts could communicate to Airbnb’s audiences in a way that was both casual and captivating.

The deliverables were colorful, real, and packed with sincere exploration and camaraderie.

Greek Onphone
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Dands Onphone

The payoff

It was an all-out media blitz. The photography and social content was plastered across Airbnb's social media channels—I Instagram, Facebook and Twitter—and portions of the anthem video were featured on ABC's “Good Morning America.”

Gma Context On Tv2

To raise awareness of Airbnb's partnership with the New York City Marathon, we created a 30-second cut-down for television. We also provided a localized version of the video captioned in Mandarin for Chinese audiences.

Airbnb NYC Experiences 30s TV Spot

The visual assets collected with camera B were incorporated directly into the Airbnb platform. On each product page, users could view experience trailers and photographs.

In Product Context