60, :30 and :15 second spots that ran across TV and OLV opened with a provocation: “Don’t go to Paris,” “Don’t go to LA,” “Don’t go to Tokyo.” Opening shots featured scenes of conventional modern travel, including crowds, selfie sticks and monuments that were leaving our targets feeling stressed and unfulfilled.

The solution:

Don’t Go There.

Live There.

This, single, universal idea was a global rallying cry that challenged adventurous audiences all over the world to quit the tour groups and experience the world like locals, in a way that could only be done by staying on Airbnb.

It encouraged people to instead LIVE THERE —to stay in a house outside of traditional tourist zones and revel in the authentic experiences they unlocked: trying new foods, exploring local neighborhoods and meeting new host friends