Hotels

Airbnb wants Aussies to find their ‘not so’ local in new pubs campaign

Airbnb has launched a national integrated marketing campaign designed to drive more Australians to venture to regional areas and embrace the warmth of true blue hospitality by staying at a country pub.

The campaign features five publicans from across the country whose pubs were each awarded $50,000 grants as part of Airbnb’s Country Pubs Project.

Among the pubs now available as part of the platform’s newly-launched Pubs collection, is the McCartin’s Hotel in Leongatha owned by AFL legend and former captain of Hawthorn football club, Jarryd Roughead, who has been quick to embrace Airbnb to attract new guests to the region.

From fresh carpets and paint, to new artwork and refurbished bathrooms, the publicans from the six selected pubs have worked alongside local tradies and suppliers to breathe new life into the rooms, injecting their own local personality and country charm. The six selected pubs have been paired with experienced Airbnb hosts to get their rooms up and running on the platform, with the ultimate end goal of attracting more overnight visitors to these true blue watering holes.

Victoria's Royal Standard hotel after revamp
Victoria’s Royal Standard hotel after revamp

Told through the voice of the publicans, the ads showcase the things to do in and around these pubs and their communities, with each pub featured in the campaign now bookable on Airbnb.

The campaign encompasses a 60-second TVC which will run nationally, and five 30 second state-specific TVCs created for New South Wales, Victoria, South Australia, Queensland and Tasmania.

An OOH campaign will run across Melbourne, Sydney and Brisbane from October 7.

Launched in June, publicans and locals were encouraged to nominate their favourite watering hole for The Country Pub Project grant, by describing what makes their pub so special, and how $50,000 could help revitalise the pub, ultimately helping to attract more visitors.

The community response was overwhelming, with more than 9,000 nominations received during the application process – 7,000 of which came from the public who nominated their favourite local.

Airbnb country marketing lead Daniel Gervais said the Country Pub Project was developed after Airbnb research found two-thirds of Aussies wanted to take a road trip to see more of the real Australia, yet only 14 per cent have spent a night in a regional pub over the past 12 months.

“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,” Gervais said.

“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.”

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Wholesalers

Aussie wholesaler expands to New Zealand

Have you recently noticed staff at Sun Island Tours using phrases like “choice bro”, “sweet as” and “chur”? Discover the cause here.

Share

CommentComments

Cruise

Coronavirus: Diamond Princess passengers die, as two evacuated Aussies test positive

The coronavirus outbreak continues to wreak havoc on the travel industry, prompting the federal government to extend its travel ban for another week.

Share

CommentComments

Aviation

Sydney Airport CEO pleased with “resilient” full-year results

by Huntley Mitchell

Geoff Culbert has remained upbeat about the company’s full-year results against what he says were “some of the toughest trading conditions we’ve seen since the financial crisis”.

Share

CommentComments

Tourism

Experience Co. swings to $7.1 million first-half loss

by Huntley Mitchell

The fortunes of Experience Co. have changed dramatically, with the ASX-listed company falling into the red in the first half […]

Share

CommentComments

Hotels

Daredevil completes heart-stopping tightrope walk above Hawaiian hotel

A world-renown high-wire walker has made history by completing a tightrope walk between two hotel towers 15 storeys up.

Share

CommentComments

Aviation

JAL celebrates two years of Melbourne-Tokyo route by issuing snowboards as boarding passes

Aussie snowboarders looking to shred the slopes of Japan this snow season now have another reason to book their trip.

Share

CommentComments

Travel Agents

Agent Wrap: Visit USA Expo wraps up, Uniworld’s Night of Nights, Silversea rewards agents + MORE!

Get a load of all the smiling faces featured in this week’s Agent Wrap! You’ll be smiling too when you see all the deals and famil offers.

Share

CommentComments

Technology

Webjet and Cover-More form new travel insurance partnership

In other news, Travel Weekly’s editor and deputy editor are currently forming a formidable partnership at the crease in the office cricket tournament.

Share

CommentComments

Tourism

Flavour of the Week: SIA’s senior management changes, Accor’s new comms director + MORE!

This week’s flavour is tangy with a hint of fresh industry appointments. Or maybe that’s just the salt and vinegar chips Travel Weekly’s editor was eating while he proofread this article.

Share

CommentComments

Destinations

Influencer visits IKEA store, fools followers into thinking she’s in Bali

This savvy influencer somehow convinced her followers she was in Indonesia when, in reality, she just took a trip to her local furniture store.

Share

CommentComments

Wholesalers

ACCESS DENIED: Excite’s booking platform is now closed

by Huntley Mitchell

Were you planning on retrieving some booking info from Excite Holidays’ platform? Well, unfortunately you’ve left it too late.

Share

CommentComments

Road & Rail

Road & Rail Wrap: DriveAway’s new call centre, Amtrak Vacations sale + MORE!

Yes, it’s our weekly dose of news covering all things on the railway tracks and on the road. We’ve even gone off-road for this wrap!

Share

CommentComments