Airbnb honours the country pub in campaign to push Aussie tourists to regional areas

Airbnb is honouring the country pub, putting the businesses front and centre in its latest marketing campaign.

The campaign is designed to motive more Australians to explore regional areas.

The film stars five publicans, describing the experiences country pubs offer that are unavailable in cities, and why they are special places to the local communities.

The publicans featured in the campaign film were each awarded $50,000 grants as part of Airbnb’s Country Pubs Project. Each of the pubs are now available to book through Airbnb.

According to Airbnb, the Country Pub Project was based on research which found that 70% of Australians wanted to explore more of the country, but only 14% had stayed the night in a country pub.

Airbnb country marketing lead, Daniel Gervais, said in a statement: “Pubs are the beating heart of our local communities – communities which have been doing it tough due to drought, waning tourism and economic disruption. Through this campaign we really want to shine a light on the characters that make these beloved institutions so special and encourage people to get out of the cities and enjoy a quintessential country experience.

“It’s also about showcasing the incredible things to do in regional Australia – whether that’s exploring an old gold mining town or hiking to waterfalls.”

The 60-second TVC will run nationally, and five state-specific 30-second spots will run in New South Wales, Victoria, South Australia, Queensland and Tasmania. OOH will be executed in Melbourne, Sydney and Brisbane.

The campaign was made by Airbnb’s in-house creative team.


Creative: Airbnb Internal
Production: VERSUS
Post-Production: VS Studio
Music & Sound: Electric Sheep Music
Photographer: Drew Wheeler
Media: Dentsu Aegis Network
PR: N2N Communications
Pub activations: Traffik


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