Airbnb Tiny Towns
Brief:
Boost affinity for Airbnb among regional Australians, demonstrating the platform's positive economic and community impact while encouraging tourism dispersal to lesser-travelled regions.
Role:
Creative support, strategy support, campaign management and execution
Creative:
‘Tiny Towns, Big Adventures’ honed in on overlooked Australian destinations that could benefit from a tourism boost, tapping into a quirky niche: locations with fewer than 3,000 residents.
Anchored in an insight that nearly 80% of Aussies were craving undiscovered local escapes, the campaign was led by a curated guide of 50 under-the-radar tiny towns, host case studies, data insights, journalist stays, regional community storytelling and Airbnb listing recommendations - all working together to position Airbnb as a helping hand in regions crying out for the economic boost.
Results:
Best B2C Campaign, Mumbrella CommsCon Awards
23% increase in regional travel YOY
500+ earned media/ organic social hits
