Epoch's Carl Sundemo Takes HotelTonight and Airbnb on a Split-Screen Vacation

Creative agency Barrett Hofherr has launched a national ad campaign for HotelTonight and Airbnb for the pair’s first-of-its-kind travel perk. Rather than relying on a traditional points system, the new loyalty program introduces a “cross-platform funnel” model, a fresh take on travel rewards that encourages users to experience both platforms. Those who book through HotelTonight will receive a 10% credit to use towards a future stay with Airbnb.

This :30 hero spot promotes the program using a playful split-screen format to illustrate its complementary nature. A spokesperson begins their journey in a hotel before crossing over the split-screen into an Airbnb stay, often in humorous, unexpected ways. The agency blended high-production assets with AI-optimized creative tailored to specific audiences, while collaborating with over 50 influencers—ranging from Brady the Corgi to Bobby Berk—ensuring the campaign could effectively adapt across different media channels and audience segment.

This collaboration marks a strategic reinvestment into the HotelTonight brand, as the company went dark during the pandemic, while also introducing new travelers to the Airbnb platform. Airbnb acquired HotelTonight in 2019 for $400 million.The “It Pays To Vacation” commercial was directed by Carl Sundemo via production company Epoch.

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