Airbnb Hidden Vines
Brief:
Create interest around the global launch of Airbnb Experiences without spotlighting lack of Australian stock. Drive bookings in regions with lower rates of travel, increasing tourism dispersal.
Role:
Creative support, strategy lead, campaign management and execution.
Creative:
To highlight the global launch of Airbnb Experiences, the ‘Hidden Vines Guide’ tapped into Australia's love for cellar doors tasting, guided by the insight that 88% were seeking to expand beyond mainstream wine regions.
Curated by respected wine expert Mike Bennie, the guide showcased 12 hidden gem wine regions, including lesser-known wineries paired with bookable Airbnb stays, driving tourism to overlooked corners of the country, addressing concerns around tourism dispersal.
Fronted by Airbnb hosts and vineyard owners, the seasonally-timed push positioned Airbnb as the gateway to Australia’s esteemed wine tourism market without spotlighting the immediate lack of available Airbnb Experiences in the Australian market.
Results:
30% increase in time spent on site
1.5K clicks on landing page during launch
475 earned media hits
5M+ reach
