With the short-term rental market brimming with competitors, Airbnb had to remind everyone why they’re still the go-to for unforgettable stays. The answer? A campaign that spotlighted their secret weapon: homes with personality and hosts who bring them to life. Enter the Up House—a real-life tribute to Pixar’s iconic film, where guests could quite literally step into Carl and Russell’s world. The result? The Up House sold out almost instantly, racked up over 10,500 media stories and 15 million page views, and delivered a 10% year-over-year sales boost in 2024, cementing Airbnb’s status as the leader in the STR market.