COOKING ON
AIRBNB EXPERIENCES
Project Lead @ MOMENTUM WW
A Global Placemaking Strategy:
From Private Kitchens to Public Squares of Cultural Exchange
To launch Airbnb's new Cooking Experiences, our challenge was to generate awareness while maintaining the brand's signature authenticity. Our strategy was rooted in "placemaking"—transforming private kitchens into vibrant, temporary places of cultural exchange.
This multi-layered approach successfully launched the platform with depth and authenticity. It generated a rich library of compelling, user-centric content and established Airbnb Experiences as a premier destination for genuine cultural and culinary travel, moving far beyond a conventional product announcement.
We executed this in three phases: an intimate NYC influencer launch to create local buzz, a global content journey where creators documented experiences in five different countries, and a community giveaway campaign that empowered followers to become placemakers themselves.