Airbnb launched the "Italian Sabbatical" campaign, inviting participants to experience authentic Italian village life in Grottole, a small town in southern Italy. The initiative aimed to revitalise the village, which was facing depopulation, by bringing in travellers to immerse themselves in local culture and contribute to community projects.​

Selected participants lived in Grottole for three months, engaging in activities like learning Italian, cooking traditional meals, and volunteering with local organisations. The campaign highlighted Airbnb's commitment to sustainable tourism and cultural preservation, generating significant media coverage and public interest.​

The "Italian Sabbatical" not only provided a unique travel experience but also showcased how tourism can positively impact local communities. It reinforced Airbnb's brand image as a platform that offers more than just accommodations, emphasising meaningful connections and cultural exchange.

Credits:
Creative Director: Paul Reid
Agency: MGOMD
Production: Contented Group