Airbnb Welcomes the World to Milan with a Citywide OOH Campaign

What happened

As anticipation builds for the Milano Cortina 2026 Winter Games, Airbnb has launched a citywide Out of Home (OOH) campaign in Milan designed to welcome visitors long before the first event begins.

Rather than focusing on destinations alone, the campaign puts authentic Italian hospitality at the center by featuring real Airbnb Hosts sharing local tips and personal insights about the city. From arrival to exploration, the message is clear: Milan is best experienced through the people who live there.

The OOH placements span key touchpoints across the city — including Linate and Malpensa airports, Cadorna metro station, and high-visibility areas near the Duomo — ensuring that travelers encounter the campaign at every stage of their journey.

Why this OOH campaign works

This activation succeeds because it aligns context, timing, and message with precision. With Milan preparing to host a global audience, Airbnb positions itself not just as an accommodation platform, but as a gateway to local culture.

By using real Hosts instead of generic visuals, the campaign builds trust and emotional connection. Outdoor advertising amplifies this authenticity by placing it directly in the urban environment visitors are navigating in real time.

The citywide execution also reinforces scale and relevance. Seeing the same welcoming message across airports, transit hubs, and city landmarks creates a cohesive brand experience — one that feels both personal and unmistakably present.

OOH as a tool for destination storytelling

This campaign demonstrates how outdoor advertising can tell a destination story, not just promote a service. Each placement acts as a local recommendation, turning the city itself into part of the narrative.

For global events like the Winter Games, OOH becomes especially powerful. It reaches international audiences at moments of high attention and emotional openness — when travelers are arriving, orienting themselves, and forming first impressions.

By spotlighting Hosts throughout Milan, Airbnb transforms OOH into a platform for community-led storytelling, reinforcing the brand’s long-standing focus on belonging and connection.

OOH takeaways for brands and marketers

Airbnb’s Milan activation offers several key lessons:

• Citywide OOH builds immersion, not just awareness

• Real people outperform generic visuals when authenticity matters

• Transit and airport placements are critical touchpoints for global events

• OOH excels at reinforcing brand purpose at scale