Australia loves Airbnb, yet there exist specific and nuanced opportunities for brand uplift across the country. This is particularly true for regional areas, where supply and brand affinity aren’t as strong.

At the same time, Airbnb research found that waning tourism is significantly contributing to the demise of Australia’s country pubs, and consequently, country towns.

Advertising alone was not going to solve either of these problems, so we developed a multi-pronged strategy that led to truly transformative problem-solving, with such rigorous implementation that Airbnb has confidently committed to partnering with rural communities for the foreseeable future.

Australia is a land of vast open spaces, scattered amongst which lie satellite towns. These regional communities loom large in the national identity, but a raft of uncontrollable circumstances are seeing them disappear. Often, the country pub is the only glue left holding these communities together—but as they struggle to attract new guests, so too they struggle to survive.

And yet, domestic travel is on the rise, with Airbnb research revealing that 70% of Australians want to see more of ‘the real Australia’. However, only 14% had stayed overnight in a country pub within the past 12 months.

As a community-driven travel brand, Airbnb saw a unique opportunity. By helping country pubs attract new visitors, Airbnb could put the spotlight back on country towns and support regional communities. At the same time, reaccelerating growth and reigniting conversation around our brand in a market that had started to plateau.

Australia is a strong and important market for Airbnb, with 86% brand awareness, world-leading addressable market penetration, and clear short-term rental regulations covering over 70% of the population.

However, ongoing and ever increasing domestic competition meant an uplift in brand was required. Airbnb in Australia had low unaided awareness (22%) and positive sentiment (59%) when compared with major competitor booking.com (39% and 79% respectively). From a business perspective, The Country Pub Project was developed to drive both metrics.

In order to achieve success, Airbnb needed to capture the Australian market and showcase the brand as more than just an accommodation site—instead, positioning ourselves as part of the local community, supporting hosts and guests alike.

To increase favourability across the country (with a particular focus on regional areas where supply and brand affinity weren’t as strong) Airbnb aimed to leverage Australia’s growing penchant for domestic travel.

To better understand domestic travel patterns, Airbnb commissioned The Airbnb Research Report (2019), conducted with a sample size of 1,094 Australians aged 18 years and older. The study found that 70% of Australians want to see more of ‘the real Australia’, yet major cities and coastal towns attract the majority of domestic travel.

These findings laid the foundation for our strategic thinking, however true insight was gained by actually spending time with rural communities. Our creative team behaved like journalists, hunting for stories and uncovering ‘headline moments’.

This collaborative approach lead us to a deeper understanding of and appreciation for country pubs. More than a watering hole, they are the linchpin of the town they serve—yet many were struggling to survive. When the pub goes, all too often the town goes too.

Country towns and country pubs were in need of more guests. Luckily, we know plenty.

The Country Pub Project is a sustainable tourism campaign that revives Australia’s country towns by revitalising their country pubs—in structure and in patronage.

The core premise is simple: encourage country pub landlords to list their accommodation offering with Airbnb, while simultaneously enticing domestic travellers to go and stay with them. In doing so, we connect struggling rural communities with Airbnb’s existing global community of millions, providing a much needed boost to local economies and preserving a piece of living history.

A combination of physical restorations, authentic storytelling and merchandising tools, The Country Pub Project rekindles Australians’ love of their own backyard. And of Airbnb.

The Country Pub Project experienced unprompted support from local communities, state tourism and national government.

Organic buzz generated 325 pieces of earned media.

Phase One saw an overwhelming response of 9000 nominations, with heartwarming stories about pubs and publicans.

Online content had an organic reach of 15.2m, with 31m total video views and an outpouring of positive sentiment across social channels.

A new category of listings featuring 50 country pubs was heroed on Airbnb’s homepage. This category grows bigger every day.

Marketing objectives were exceeded. Unaided awareness increased +6pts and brand favourability increased +3pts, seeing Airbnb overtake booking.com to regain its position as Australia’s favourite travel booking site.

Most importantly, The Country Pub Project continues to boost the economy of towns in need. Publicans have earned +30% revenue and experienced +300% occupancy, and the increase in patronage has had a positive ripple effect on other local businesses.

Airbnb’s brand purpose has always been the same: partner with communities to create a sense of belonging around the world. Our brand purpose is embedded into everything we do, both externally and internally. The Country Pub Project not only brought our brand purpose to life in a meaningful way, but it created its own beautifully nuanced iteration steeped in regional context and cultural insight. The initiative was a true demonstration of what we are capable of and what we stand for, in one of our strongest global markets.