The Country Pub Project was a nationwide initiative built with one main aim—to put small-town Australia back on the map, one pub at a time.
Speaking to locals, Airbnb discovered the true value of a country pub. It often serves as a post office, town hall, corner store and gas station. A country pub is the heart of the community it serves—so when the pub struggles, the town does too.
That’s why we partnered with rural communities to return six of Australia’s most loved pubs (and publicans) back to their former glory. Each received a little TLC and a whole lot more guests, as people all over Australia started to head out and rediscover their own backyard.
Airbnb partnered with regional communities to ensure The Country Pub Project came to life as a sustainable tourism initiative, continuing to boost local economies well beyond the campaign itself.
Airbnb asked Australians to nominate their favorite country pub or publican in need of a helping hand.
Six pubs across Australia were chosen as recipients of a $50,000 grant, along with a team of design professionals to restore the pub to its former glory.
A nationwide integrated campaign encouraged Australians to venture past their local pub (what is lovingly referred to as their ‘local’) and find their ‘not so local’ instead.