AIRBNB

YOUR NOT SO LOCAL

In collaboration with Airbnb, we produced the Not So Local campaign to encourage Australians to rediscover the charm of domestic travel. The campaign shines a light on regional communities by showcasing one-pub towns and their local pubs—essential gathering places that embody the spirit of rural Australia. Partnering closely with Airbnb, we sourced and profiled some of the country’s most charismatic publicans, travelling across every state to capture authentic, human stories that celebrate local identity.

Filmed across a wide range of regional towns, the production combined local insight with national reach, providing on-the-ground expertise and production support for an international client. As part of the rollout, we also produced a launch documentary spotlighting the Royal Hotel in Sofala and its beloved publicans, along with a national TVC and five state-specific versions tailored for targeted audiences.

Production Company: VERSUSPROD

Director: VERSUS

Agency: Airbnb