A brand for explorers, an engine for always-on. Three pilots, mapped to the ideas you raised, and a 90-day starting point.
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.
The infrastructure most big creative agencies don't have, because they were built for the campaign moment, not the long tail that follows it.
"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."
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.
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.
"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."
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.
An Airbnb-branded creator recruitment engine: discover talent, sponsor real dream trips, host along the route, own the output. Recurring cohorts, recurring stories.
The world's first creator academy, in partnership with the Government of Dubai. Three months, thirty graduates, the playbook we'd run for Airbnb.
"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?"
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.
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.
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.
Cinematic, slow, full-frame. The brand-book leans on stillness and signature properties. Voice over silent footage.
Glossy, fast, dense with information. The brand-book is about curation and authority. Voice runs through type, not narration.
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.
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.
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.
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.
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.