Audi Drives Airbnb to the Emmys with Desolation

The Audi campaign around the sponsorship includes an Airbnb tie-up offering fans the chance to book an iconic travel and dining experience.

Audi of America has returned as official automotive sponsor of the 68th Annual Emmy Awards, a longstanding partnership with the Television Academy currently in its sixth consecutive year. As vehicle provider, the 2017 Audi R8 is set to make red carpet appearances throughout September.

The latest campaign around the strategic sponsorship includes an exclusive collaboration with Airbnb, offering fans the opportunity to book a unique travel and dining experience through the brand, complete with a stay at a famed luxury residence and a weekend with the newly released supercar.

On the night of the Emmy Awards, the carmaker and online travel retailer are expected to unveil a highly coveted deal which involves inviting fans to book a bucket-list-worthy getaway. The consumer promotion kicks off with the debut of Audi’s 90-second television commercial titled Desolation.

The creative features stunning imagery of a Death Valley house on Airbnb. Dubbed the Rondolino Residence, the property is set in an isolated desert landscape. Infused with humour, the spot also depicts the lengths to which one family will go to drive the coupe in its natural, high-performance habitat.

The aforementioned giveaway entails a three-day escape on a remote stretch of land near Scotty’s Junction in Nevada. With no address and only coordinates on a map, guests will have an expansive 80 acres to themselves across a landscape where nearly every star in the sky can be seen at night.

Along with a full tank, almost endless straightaways, and dry lakebeds to complete the prize, the vacation will allow the winners to experience a potential 0-60 mph in 3.2 seconds. The booking comes with VIP treatment, including a luxury chauffeur from Las Vegas McCarran International Airport.

Meals prepared by a personal chef and evening entertainment are included in the package. Seven guest stays will be hosted in October. From 18-24 September 2016, a new set of dates will be released for booking at 6:00 pm daily. For more information, fans can visit the campaign’s dedicated website.

The advertisement is scheduled to go live online today via YouTube and the Facebook channels of both brands. Additionally, it will also air multiple times during the Emmy Awards telecast on 18 September 2016. Desolation was created by Venables Bell & Partners.

“What better stage to introduce our marketing partnership with Airbnb than the Emmys. Pairing an architecturally stunning home with the award-winning R8 offers fans the chance to experience the ultimate full-throttle driving fantasy,” said Loren Angelo, VP of Marketing at Audi of America.