The Country Pub Project by Airbnb
Putting small town Australia back on the map, one pub at a time.
65% of Australia’s country towns have disappeared since Federation, with bushfires, drought and depopulation tearing communities apart. Airbnb research found that 70% of Aussies want to see more of ‘the real’ Australia, yet only 14% have spent the night in a regional pub. Country pubs and country towns are finding it difficult to capture these new holidaymakers who often stop but don’t spend the night. And without new business, both pub and town are struggling to survive.
Armed with cultural insight and regional context alongside an emerging category of holidaymakers, Airbnb saw a unique opportunity. By supporting local pubs to attract new visitors, Airbnb could put the spotlight back on country towns and support regional communities, while also meeting its own business objectives.
Samyabrata Deb - Regional Creative Director, Airbnb APAC
Stephanie Low - Creative Lead, Design, Airbnb APAC
Shannon Crowe - Creative Lead, Copy
Henry Huang - Creative Production Lead, Airbnb APAC
Nick Sinclair - Regional Marketing Director, Airbnb APAC
Jess Martin - Sr Marketing Manager, Airbnb APAC
Daniel Gervais - Country Marketing Manager, Airbnb ANZ
Charlotte Kent - Marketing Specialist, Airbnb ANZ
Kevin Cheng - Social Media & Content, Airbnb ANZ
Rachel Bartholomeusz - Digital Lead, Public Policy, Airbnb APAC
Puja Bhargava - Media Activation Lead, Airbnb APAC
John Tan - Digital Media Manager, Airbnb APAC
Chloe Browne - Communications Lead, Airbnb ANZ
Jason Sukadana - Director, Versus Studio
Tanya Babic - Director, Versus Studio
Brad Jarrett - DoP, Versus Studio
Gemma Atkinson - Producer, Versus Studio
Pete Ward - Editor, Versus Studio
Sean McDermott - Editor, Versus Studio
Drew Wheeler - Photographer