New York Times - "In Latest Stunt, Airbnb Lists the ‘Up’ House. It Floats."
"On Wednesday, Airbnb announced that it was expanding stunt promotions like these under a new permanent category called “Icons,” featuring unusual and ambitious partnerships with brands and celebrities
At a news conference in Los Angeles on Wednesday, Brian Chesky, Airbnb’s chief executive, introduced the inaugural slate of Icons listings.
It was headlined by a replica of the floating house from “Up,” the 2009 animated Pixar film, balloons and all. With the help of a giant crane, the house will be suspended high in the air over the New Mexico desert.
...
Only a few people have been able to stay in Airbnb’s previous fantastical listings, but the company said it expected roughly 4,000 customers to book stays in Icons listings in 2024.
Another 10 listings are slated to go up by the end of the year. Booking periods will vary. Dates for the “Up” house are open through mid-September.
With Icons, Airbnb is hoping to capitalize on the success that earlier listings have achieved as promotional tools, ready-made for Instagram selfies and eye-catching headlines, Mr. Chesky said. (Yes, we fell for it.)
He pointed to the success of Airbnb’s collaboration with Mattel last summer, which brought the Malibu DreamHouse to life ahead of the release of the blockbuster “Barbie” film. The buzz interested other brands."
No comments:
Post a Comment