Airbnb is preparing to ramp up marketing in Australia with the appointment of a head of marketing for the region.
Last month Airbnb marked passing two million guests in Australia since launching and there are currently around 30,000 homes listed on the site in Australia, so it appears to be time to ramp up localised marketing.
The global travel site launched its first Australian ads in April this year, but currently all marketing activity is run through Singapore and handled by TBWA/Chiat/Day. It is a partner of the Sydney Mardi Gras next year and is prepping a raft of activity.
Last month it partnered with The Opera House in a deal which will see it fund behind-the-scenes tours of the Opera House for its “superhosts” who receive top ratings from guests staying in their Airbnb-listed homes.
Airbnb appointed former Coca-Cola CMO Jonathan Mildenhall as its first global CMO last year.
The Australian business is headed up by country manager Sam McDonagh .
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