According to research, sound is an important underwater stimulus and apparently great white sharks have a distinct preference for heavy metal and rock and roll! To launch Airbnb Animal Experiences, ITB helped secure legendary rock band KISS to perform for great white sharks off the southern coast of Australia, together with eight lucky guests. All proceeds from the ‘KISS Concert for Great White Sharks’ experience will go towards the Australian Marine Conservation Society.
ITB partnered with Airbnb agency of record Weber Shandwick to handle all talent and licensing needs for the program – we identified, suggested and procured KISS, negotiated music rights and related production costs.
Our program analysis and talent discovery let us guide the brand in a slightly different direction than they had originally contemplated, expanding our candidate set from metal to all rock, considering individual talent vs. band talent, etc.
We were able to negotiate significant savings relative to general market value and managed talent on-site at the execution on November 18th.