The Ask

In 2017, Hearst partnered with Airbnb to create Airbnb Magazine, fulfilling the brand’s goal of inspiring discerning and curious readers to explore and experience the world while living like a local. The quarterly custom publication was sent to 350,000 host homes in North America and serves as the only branded Airbnb material guests see.

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The Strategy

Hearst assembled a dedicated team of industry-leading editors and designers to build a one-of-a-kind travel magazine from scratch—one that would connect with today’s digital-minded audiences on paper. Celebrating humanity and belonging, each issue is packed with narrative journalism, authoritative service articles, home features, and stunning portfolios contributed by award-winning writers, photographers, and illustrators.

The award-winningAirbnb Magazine is distributed to every Airbnb host home in the United States and is also sold at newsstands and via subscription. Since its inception, the magazine’s frequency has increased to six times per year and the circulation has grown from 350,000 to 1.2 million.

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The Work