Partnership Brief
"Come to
The Cottage"
A sweepstakes that turns the most iconic setting in television into real, lasting impact for the Human Rights Campaign, powered by Propeller.
Scroll
A sweepstakes that turns the most iconic setting in television into real, lasting impact for the Human Rights Campaign, powered by Propeller.
What is Propeller
Propeller turns fanbases into recurring donors, generating serious, sustainable revenue for their cause.
Who We Work With
The Opportunity
Heated Rivalry didn't just break records. It became a movement. The Barlochan Cottage, where Shane and Ilya finally let the world's perception disappear, became the emotional center of the show. Fans don't just want to watch. They want to come to the cottage.
The show's raw depiction of identity, chosen family, and the courage it takes to stop hiding mirrors HRC's mission in a way no scripted campaign ever could. This is a chance for Airbnb to use their cultural awareness and turn it into real impact.
How It Works
Promoted across Propeller, HRC, social, press, and massive paid media (covered by Propeller).
Donate to HRC, sign a petition, learn. Each action earns sweepstakes entries.
Grand prize: a weekend at the Barlochan Cottage, the actual filming location, hosted on Airbnb.
Propeller converts one-time donors into recurring monthly HRC supporters.
The Grand Prize
One winner + guest gets the full Barlochan Cottage experience, the filming location that became the emotional heart of Heated Rivalry.
Flights for 2 to Muskoka, Ontario
3-night stay at Barlochan Cottage
$500 Airbnb Experiences credit, provided by Propeller
Curated local cottage country itinerary
Why This Works for Airbnb
Airbnb doesn't spend a dollar, but gets everything a brand partnership should deliver.
Propeller covers the stay, builds the campaign, runs the sweepstakes, handles legal. Airbnb just says yes.
An experience rooted in real cultural storytelling and lasting HRC impact.
Airbnb gets co-branded coverage across entertainment, travel, and social impact press. The cottage is already a story.
Propeller's community, HRC's audience, plus paid social means massive impressions with Airbnb front and center.
Photos, video, winner story, social content — all co-branded and fully reshareable by Airbnb's channels.
The Barlochan Cottage listing gets featured across the entire campaign — driving organic bookings and brand love.
The Partnership
That's it. Zero cost, zero operational lift. Propeller covers the stay and handles everything end to end.
The cultural moment is happening now. Let's turn it into real, lasting impact for the LGBTQ+ movement with the Human Rights Campaign.
Let's Talk