JOHN LEWIS – PERFECT HOSTING WITH AIRBNB

CLIENT : John Lewis
DATE : June 2016

THE BRIEF

Design and implement a creative media relations campaign to launch John Lewis’ partnership with Airbnb. To secure national coverage and drive awareness of the retailer’s Home Design Studio and Partner (staff) expertise.

THE STRATEGY

Working with the in-house John Lewis communications team and Airbnb, we created an expert formula for becoming the perfect host.

This method was shared with amateur and aspiring hosts at a series of masterclasses at flagship John Lewis branches in London, Oxford Street and Birmingham. The classes were brought to life with the magic of John Lewis Partners and insight of experienced Airbnb hosts.

THE RESULTS

We shared the story through creative photography, video and research and insight and infographics, in addition to setting up exclusive media masterclasses with the London Evening Standard and Sunday Telegraph.

The campaign gained much media cut-through and delivered positive real world impacts for both brands. Masterclasses boosted sales and appointments at the John Lewis Home Design Studios.

Following the success of this pilot, Stripe is now supporting John Lewis and Airbnb to roll out the masterclass programme in selected branches.