Airbnb

Case Study
Airbnb

Case Study / Airbnb

Airbnb

Total Eclipse of the Heart

TAKING A TRIP ALONG THE PATH OF TOTALITY

TAKING A TRIP ALONG THE PATH OF TOTALITY

The Great American Solar Eclipse was a key cultural moment in 2017. For enthusiasts in search of the ‘perfect spot’ for viewing, few tourism and hospitality companies offered lodging along the 70-mile wide “Path of Totality.” To highlight Airbnb’s presence domestically, in both urban and remote destinations, DKC worked with the company to develop a campaign that drove attention to the brand, while increasing guest bookings and first-time hosts to its platform. Prior to the Night At Solar Eclipse announcement the team conducted traditional pitching that inspired hosts to host by pushing economic benefits coupled with content that supported demand efforts and followed by a national brand awareness activation.

A ONCE IN A LIFETIME STORY

A ONCE IN A LIFETIME STORY

The campaign kicked off with the announcement of Airbnb’s “Night At Solar Eclipse” contest, supported by a multidimensional media strategy. DKC worked with Airbnb to conceptualize and develop one of its signature “Night At” experiences – a series that creates aspirational, once-in-a-lifetime experiences at extraordinary locations around the world.

The winners – a 53-year-old father and his 12-year-old daughter – boarded a private jet for a two-hour flight, passing over the Pacific Ocean and directly into the moon’s shadow. While in flight, guests were suspended within the path of totality, extending their eclipse viewing time by nearly one minute more than those on the ground.

Return on News

Return on News

250

stories across online, print and broadcast
outlets

35k

people entered to win Airbnb’s “Night At Solar Eclipse” contest - the largest of any U.S.- based “Night At” contests created by the company

52k

Airbnb guest arrivals on one night along the narrow “path of totality”

49%

increase in first-time Airbnb hosts

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