Airbnb turned the Louvre into a one-night home — 182,000 people entered to win

Celebrate Airbnb's partnership with the Louvre, connect with a new audience and turn a world-famous destination into an intimate home for one night that set the world talking.

Transform the world's most famous museum into a private home for one night: cocktails by the Mona Lisa, dinner by Venus, sleep in a pyramid bedroom inside the Pyramid.

A content-led competition ran across 16+ territories — OOH, print, PR, digital, social and a 40-inch teaser film. Built sets turned the museum into a home-from-home: 'Drinks with Mona Lisa', 'Dinner with Venus' inspired by Aphrodite, an acoustic set by Sarah Jeanne Ziegler in the Napoleon III apartments, and a pyramid-shaped bedroom under the glass Pyramid.

Exceeding all previous Night At benchmarks, the Louvre became Airbnb's most successful instalment: 182,000 entries, 5.9m YouTube video completions, 1.5m website views, 471k Snapchat swipe-ups, 2,700 global PR broadcasts and 90 countries reached.

For the 30th anniversary of the Louvre Pyramid in 2019, Airbnb and agency Amplify ran 'Night at...The Louvre': a competition giving two winners an evening as the museum's only guests. The stated challenge was to celebrate the Airbnb partnership, reach a new audience and turn a world-famous destination into a private home for a single night.

The experience was staged as a home: winners started with 'Drinks with Mona Lisa', moved to 'Dinner with Venus' with a menu inspired by Aphrodite, heard an acoustic performance by French artist Sarah Jeanne Ziegler inside the Napoleon III apartments, and finished the night sleeping under the stars in a purpose-built pyramid-shaped bedroom — inside the Pyramid itself.

A fully integrated campaign across 16+ territories (OOH, print, PR, digital, social and a 40-inch short film teasing the guest experience) drove entries. The results beat every previous Night At benchmark for Airbnb: 182,000 entries, 5.9 million YouTube video completions, 1.5 million website views, 471,000 Snapchat swipe-ups, 2,700 global PR broadcasts and reach across 90 countries.

The pairing is exact: a brand whose promise is 'stay anywhere' staying somewhere nobody can, so the activation demonstrates the brand rather than describing it.

The one-night scarcity made it editorial: a sleepover in the Louvre is news in itself, which is why PR broadcasts hit 2,700 across 90 countries.

Building the bedroom as a pyramid inside I. M. Pei's Pyramid gave the stay one photographed, instantly legible image that carried the campaign.

Money-can't-buy beats media budget: one impossible night, given away as a competition, generates reach and sign-ups no paid plan can match.

The Louvre instalment became the benchmark-setting Night At, with 182,000 entries and global pickup; LBB's case write-up followed in February 2024 as the campaign remained Airbnb's reference point for the format.