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The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2020 One Show - Public Relations

Only on Airbnb

Agency Airbnb / San Francisco + Weber Shandwick / San Francisco

Client Airbnb
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Annual ID

OS_PR20_033M

About the Work

In 2008, Airbnb transformed the travel industry, shifting the balance from uninspired big box hotels to authentic local stays. Today, competitors are starting to offer unique stays of similar caliber, while taking aim at Airbnb’s business model. With an approaching IPO, Airbnb urgently needed to remind customers of its core values and unique offerings. Enter "Only on Airbnb," a new category of listings featuring the one-of-a-kind stays and experiences that make Airbnb, Airbnb. The strategy was best articulated by CEO Brian Chesky in the New York Times: “Brands... need to be in the business of making news, not just advertising. And to make news you have to do something that is worth reporting about.” The program launched in May 2019, with viral listings in the Oscar Mayer Wienermobile, the Barbie Malibu Dreamhouse, the original Spice Girls bus, and more, reimagined and made bookable IRL for the first time ever. The program was the most effective favorability-driving effort within Airbnb last year, delivering spikes in organic booking with each activation. The program redefined the brand’s creative playbook, inspired imitations from competitors like Hotels.com and Booking.com, and proved that only Airbnb can help anyone — no matter their fandom — belong anywhere.