The marketing engine you inherited is fifteen years old, basically a television marketing machine. Becca asked you to pop the hood and rebuild it for social.

Some of the team currently looks down on social. Part of your job is to prove that craft and quality have changed, and that what the consumer wants is different from what the team expects.

Everything is social media. It's not a side department, it's everything. Beautiful Destinations was built this way from day one.

01
Local Favorites at scale, beyond LA
02
Support emerging creators on dream trips
03
Teaching hosts to market themselves
The engine

A content operating system, built for always-on social since 2012.

The infrastructure most big creative agencies don't have, because they were built for the campaign moment, not the long tail that follows it.

500+
Vetted elite creators
A trained, briefed, global network of operators across cinematic, editorial, and platform-native content.
75+
Markets, on the ground
Our creators are travelling now. We can activate within 24-72 hours in nearly any country, with local nuance built in, and aligned with your visual identity.
24h
Concept to ready cut
From existing creator libraries. New-shoot territory at 72 hours. Big-shoot territory at five days. The brief shapes the speed.
DNA
Brand-book guardrails
Every brief encodes your brand identity. One-to-one matching at scale so output stays distinct, not samey.
Idea 01

Local Favorites, scaled beyond LA.

"Could we use your network as a way to multiply that out? For example, we know an up-and-coming place that people are going to travel is Poros in Greece. Create a Local Favorite for Poros."

Eric, on the call

LA proves the format. The unlock is scaling neighbourhood-level real-locals storytelling into Tokyo, Rome, Poros, and the long tail of cities where the data tells you demand is forming.

BD's owned social audience plus the vetted creator network is a recruiting engine for real local voices. We've run this mechanic for our own creator pipeline and converted at global scale.

01Airbnb-branded call on the BD channels: "We're looking for the people who know your neighbourhood."
02Application funnel, shortlist, brief, ship.
03Co-branded content on both audiences. Compounding discovery on each new market.
The offer

A five-market pilot, scoped for 90 days. Locals scouted, briefed, and shipped against the same look-and-feel direction your creative team sets once.

Neighbourhood street scene, illustrative
REFERENCE · CO-ACTIVATION FORMAT
Real locals, real neighbourhoods. Closest existing analogue to be swapped here by Jeremy.
Idea 02

Support the next generation of travel storytellers.

"I really want to take ownership of those kinds of stories, because that's what the Airbnb brand is about. It's a brand for explorers, for the people who go out."

Eric, on the call

We've already built this engine. The Beautiful Destinations Academy, in partnership with the Government of Dubai, is the world's first creator academy.

We identified young, unknown creative talent, gave them a three-month residency, taught our curriculum, paid them, and developed practical applied skills in travel storytelling, marketing, and the business of tourism.

7,500
Applications
400
Shortlisted
30
Graduated
The offer

An Airbnb-branded creator recruitment engine: discover talent, sponsor real dream trips, host along the route, own the output. Recurring cohorts, recurring stories.

Film · BD Academy Recap 2025

The world's first creator academy, in partnership with the Government of Dubai. Three months, thirty graduates, the playbook we'd run for Airbnb.

Idea 03 · The strategic one

Teach every host to market like a creator.

"You have all these experiences and homes hosts who are just fans of the brand. It's their business. They should learn how to market their own stuff. Why don't we teach them?"

Eric, on the call

An abbreviated BD Academy curriculum lifts and shifts onto Airbnb's supply side. A tighter applied training playbook that builds hosts content and social skills, used to win demand on their listing. BD documents the training process and outcome.

Ladders into marketplace economics, not just brand marketing. Better-marketed listings convert higher and earn Superhost status faster.

M1Storytelling foundations. What makes a listing scroll-stopping.
M2Filming a home. Light, framing, sequencing on a phone.
M3Writing a listing. Voice, hooks, the first three lines.
M4Distribution. Where to post, when, and what to measure.
M5Hospitality storytelling. Turning a stay into a story guests tell forward.
The offer

A 10-host pilot in one market, scoped for 60 days. Measure listing-page engagement and booking lift against a matched control. Scale to the Superhost cohort if the lift earns it.

Home interior reference
REFERENCE · BD ACADEMY CURRICULUM
Curriculum spread plus a before-and-after host transformation to be supplied by Jeremy.
Differentiation

Same engine. Different brand voices. Side-by-side proof.

You raised this on the call: travel brands looking samey, beautiful hotels that blend together. The DNA brand-book on each client's brief is what keeps the output distinct.

Luxury hotel reference
Marriott
Tone · Iconic

Cinematic, slow, full-frame. The brand-book leans on stillness and signature properties. Voice over silent footage.

Fast-paced lifestyle reference
Chase Travel · The Edit
Tone · Editorial

Glossy, fast, dense with information. The brand-book is about curation and authority. Voice runs through type, not narration.

Destination tourism reference
A destination ministry
Tone · Cultural

Local, textured, character-led. The brand-book is about people. Voice belongs to the residents.

Three of BD's live clients. Same creator network. Same operational pipeline. Three brand-books that resolve to three different worlds. Final cuts swapped in by Jeremy.

On AI

Real footage. Real places. AI only multiplies, never invents.

Your line: operational efficiency, not creative AI. We don't put AI content on the BD channel and we don't generate fake locations. We use AI to turn one real shoot into the eight to twelve platform-native variants modern social demands. Real cities, real homes, real hosts, just rendered for every feed.

Source
9:16 · v1
9:16 · v2
1:1 · v1
1:1 · v2
1:1 · v3
4:5 · v1
4:5 · v2
16:9 · v1
Where to start

A 90-day pilot, with 1 or 2 ideas.

We're excited by all three ideas. Whichever fits your needs best, we'll support. If we were to recommend, it would be idea 1 or 2.

Recommended pilot

Pilot 1 or Pilot 2.

All three are good ideas. 1 and 2 are in our wheelhouse, the engine that produces them is already running so we can be up and shipping quickly. 3 is a bigger logistical lift, it needs to plug into your host platform properly and that's not a 90-day job. Nail 1 or 2 first, then come back to 3 with the proof in hand.

Pilot 1
Local Favorites in two markets.

Five markets, ninety days. Real locals scouted through BD's owned channels, briefed against Airbnb's brand DNA, shipped on both audiences. The format Eric raised, scaled past LA in one quarter.

What we build

The work

  • Recruitment activation on BD's Instagram and TikTok plus the creator network, scouting local voices across five markets.
  • Application and shortlist mechanic delivering eight to twelve local voices per market.
  • Editorial briefs aligned to Airbnb's brand identity, approved once by your creative team.
  • Co-branded final cuts across feed, story, and longform formats.
What we measure

The proof

  • Discovery reach across both audiences combined.
  • Save and share rate vs Airbnb's existing destination content.
  • Tone consistency across two market launches scored by your creative team.
  • Cost per shipped piece at full scale.
What we learn

The thesis

  • Whether neighbourhood-told storytelling outperforms destination-told.
  • The repeatable playbook for any new Local Favorites market.
  • Which application mechanic ports cleanest to a third or fourth city.
  • The handoff shape between BD's scouting and Airbnb's ongoing relationships.
Pilot 2
Dream trips for emerging creators.

Five to seven young creators, one quarter. Each one gets a sponsored journey through Airbnb stays, BD faculty mentorship, and editorial freedom to make the work. The dream-trip mechanic Eric described, run through a vetted creator pipeline.

What we build

The work

  • Casting from BD Academy applicants plus the wider BD creator funnel (seven and a half thousand in pipeline).
  • Five to seven sponsored journeys, each crossing two to four Airbnb stays.
  • BD-led mentorship across storytelling, craft, and distribution.
  • Hero films plus platform-native variants from each journey.
What we measure

The proof

  • Earned audience across both BD and creator-led distribution.
  • Brand-fit scoring on every piece by Airbnb's creative team.
  • Creator-on-creator amplification (creators tagging Airbnb organically).
  • Repeatability cost per sponsored creator at scale.
What we learn

The thesis

  • Whether sponsored discovery-tier creators outperform paid name-tier creators.
  • Which journey shapes carry the strongest narratives.
  • The handoff model into Airbnb's longer-term creator partnerships.
  • Whether the residency becomes a recruitable brand asset in its own right.

Pick one or run both. Same engine produces them either way, so the second one costs less than the first. 3 we come back to once we've got the numbers from 1 or 2.