The world’s first New Home Test Drive
The ultimate ‘try before you buy’
Selling low-to-medium density housing to regional Queenslanders has its challenges. They like space — and plenty of it. So, we devised a way for prospective buyers to test the lifestyle on offer at The Village, in Townsville, through a unique partnership with AirBnB.
Edison took the campaign from concept to full branding and execution.
The news that you could book a New Home Test Drive (NHTD) through the global homestay platform ignited extensive media coverage and attention. The NHTD was booked solid via AirBnB throughout the campaign period and sold a new home every week — 60% of NHTD guests bought a property.
Brand Strategy, Campaign Concept, Co-branding Liaison, AirBnB In-platform Advertising, Web Site, Press, Outdoor, Digital and Social Media Advertising, Collateral, Signage, Email Marketing
Earned Media — the best!
