overview
For this campaign, I created two print ads built around the headline “See like a local.”
Each ad uses the same message but expresses a different way travelers engage with Airbnb Experiences — one quiet and reflective, one loud and adventurous.
The goal was to highlight Airbnb’s mission of authentic, local-driven travel by showing how different types of experiences help travelers “belong anywhere.”
target audience
Travelers Seeking Authenticity:
Individuals looking for unique, local experiences rather than typical tourist spots.
Age Range: 25-45:
Adventurous, open-minded, and tech-savvy people who enjoy exploring new destinations and cultures.
Professionals and Families with Travel Passion:
Those with the means to invest in meaningful, authentic travel experiences.
Globally Curious:
People who value connecting with different cultures and learning from locals
concept - quiet
Headline:
"See like a local" in lowercase. The word "see" is in the brand's pin color, and "like a local" is in white, placed on opposite sides of the image to create a subtle separation, highlighting the idea of experiencing something uniquely local.
Key Design Elements:
A calm night scene with a couple stargazing, reinforcing the theme of quiet, immersive experiences.
The gap in the middle of the headline enhances the idea of space and reflection.
A large pink rectangle below the image, incorporating the Airbnb logo in the center, is a nod to the brand’s clean, minimalist style.
Soft, muted tones and a spacious layout create a personal, intimate feel.
concept - loud
Headline:
“See like a local"
“See" in white, aligned to the left.
“local" in Airbnb's pink color.
Text follows the coastline for dynamic flow.
Key Design Elements:
Image: Two people skydiving over Hawaii with ocean and beach below, capturing the excitement of the experience.
Airbnb logo placed in the top left corner.
Text positioned 2/3 of the way down on the left margin, following the coastline.
Bold use of color, with "local" in Airbnb’s pink to create emphasis and energy.
Final thoughts
By exploring two emotional tones under one headline, the campaign shows how Airbnb helps travelers “see like a local” in ways that match their personality — whether they crave peace or adventure.
This dual-concept approach highlights the versatility of Airbnb Experiences and reinforces Airbnb’s mission: belong anywhere.