Airbnb X The Ashes
Brief:
Use the cultural significance of major sporting moments to position Airbnb as part of the tourism infrastructure that helps sporting events succeed, driving host enrolment and increasing accommodation capacity in high-demand markets.
Role:
Creative support, strategy support, campaign management and execution.
Creative:
With Perth hosting the opening Ashes Test for the first time in more than 40 years, sparking a tourism boom, Airbnb wanted to be at the centre of the conversation.
Partnering with the WACA and cricket legend Mike Hussey, the brand transformed one of Australia's most iconic sporting venues into a bookable Airbnb experience, creating a bucket-list cultural moment that flooded media.
Grounding the campaign in insight, the Beyond the Game sports tourism report revealed that 70% of Australians planned to travel domestically for sport and that a typical host earned $2,000 during major sporting events, igniting Australians to list their spaces on the platform and make some extra cash.
To drive reach, content from Mitch Marsh, Shepmates, We Got The Chocolates and a young superfan pursuing every Ashes Test extended the vision across different cricket audiences, combining proof, spectacle and fandom for a big-splash moment.
Results:
200+ earned media hits
1M+ social impressions
Upwards trend for host enrollment around The Ashes
Success of influencer work unlocked $1M additional influencer budget
