Airbnb – Tiny Towns

Challenge

Develop a campaign that demonstrates the positive and impactful role Airbnb can play in promoting tourism dispersal in Australia. Show how the platform can deliver social and economic benefit to regional and rural Australia. Encourage Australians to consider taking their next break in a lesser known destination.

Idea

The development of Tiny towns, big adventures: Airbnb’s Tiny Town Guide – a guide created to showcase the best small towns you’ve never heard of, reinforcing Airbnb as a community-centric platform that supports regional tourism, promotes travel dispersal, and dispels myths about the availability of quality accommodation.

The guide highlighted 50 charming, lesser-known destinations across Australia, each with a population of 3,000 or fewer. With 44% of Australians willing to drive up to four hours for a new experience, towns were all within driving distance of a major city and offered unique attractions – from stunning landscapes and art-adorned silos to local events celebrating town heritage.

Our goal was not only to profile these tiny towns but also to celebrate their unique qualities and encourage visits. To further boost tourism, we provided five AUD 30,000 grants to community organisations in our top tiny towns, designed to attract even more visitors

Results

• 2025 Mumbrella CommsCon Best B2C Campaign
• Over 300 media hits across radio, TV, print & online with 100% positive sentiment, reaching an estimated audience of over 6 million
• The Tiny Towns Guide landing page received over 2,030 views within two weeks, with a high engagement rate of 45%.