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Video Production

Find Your Not So Local

AirBnB

Winner WARC Grand Prix, Effective Use of Brand Purpose 2020

The Challenge

Spread the word

Work with talent, Grant Denyer, to capture content for AirBnB’s Country Pub Project Phase Three – Spread the Word
Australian regional towns have slowly been deteriorating year-on-year, with 65% of the country’s regional towns no longer in existence since federation. But, despite this, the local pubs of our remaining country towns glue the small communities together with our joint love for a yarn, an ice-cold beer, and the classic parmi.
Videography - AirBnB | Ribbon Gang Media Agency, Australia
Videography - AirBnB | Ribbon Gang Media Agency, Australia
Results

300% increase in bookings

325 pieces of earned media, and organic reach of over 15,177,204!
With this light-hearted showcase of what is on offer local to the region, Grant Denyer was able to encourage city folk to visit their Not So Local to boost tourism in the region and ensure its survival well into the future.
The campaign overall gained +37% unaided awareness and helped put the historic gold town of Sofala back on the map, one pub at a time.
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