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Award Winning Stories: Why Airbnb offered couples a night at the Louvre

Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.

To mark the 30th anniversary of The Louvre’s famous pyramid, Airbnb teamed with the Parisian gallery to run a competition which would see one lucky couple stay overnight alongside its world famous collection, which includes the Mona Lisa and the Venus de Milo.

Statement sleepovers have become a semi-regular marketing tool for the online short-stay booking platform, which most recently began a competition for one couple to sleep over in the last Blockbuster store, located in Oregon, before it closes its doors for good.

Discussing how the idea of partnering with the Louvre came to be and the results of running the competition is Jeavon Smith, executive creative director and creative partner of Amplify, who led the execution of the project.

Ultimately, the campaign was a winner at The Drum Awards for Experience across a number of categories including Grand Prix, Brand Activation as Part of an Integrated Marketing Campaign of the Year, Digital/Social Experience of the Year and Innovative Experience of the Year.

Find more stories and insights about award-winning work at The Drum's Case Study section.

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