Dairy Australia partners with Airbnb in the first initiative of the new PR, Haystac dentsu
Dairy Australia, the national service organization for the dairy industry, has partnered with Airbnb on a new initiative showcasing the country’s world-class dairy offering.
Together with global accommodation platform provider Airbnb, “Dairy Destinations” is the first integrated initiative to be offered by the newly named public relations agency Haystac Dentsu. This collaboration is designed to celebrate the best of the Australian dairy industry and encourage Australians to actively support local dairy farmers, producers and communities.
Dairy Destinations encourages Australians to visit some of our best dairy producing regions and sample quality local ice cream, yoghurt, chocolates and artisan cheeses their way.
The initiative was kicked off by Dairy Industry Ambassador Jonathan Brown on Wednesday March 24 with a pop-up ‘Milk Bar’ on Duke St in Melbourne in Windsor, where guests were invited to sample a variety of delicious Australian dairy products. They were also introduced to 12 self-guided dairy-themed travel itineraries in key Australian dairy regions including Margaret River (WA); Barossa Valley, Fleurieu Peninsula and Adelaide Hills (SA), Murray, Great Ocean Road and Gippsland (VIC), South and North Tasmania (TAS); South Coast and Central Coast (NSW) and the Sunshine Coast (QLD). The Milk Bar was open to local customers until Friday March 26.
Kendra Campbell, Managing Director of Marketing and Communications, Dairy Australia, said she was thrilled with the launch and can’t wait to see the rest of the program unfold.
“Together with Airbnb, we are excited to showcase the nation’s world-class dairy industry. Throughout this campaign, we will be encouraging Australians to support these regional communities by visiting and spending time in our dairy regions while enjoying all that our dairy regions have to offer. “
Susan Wheeldon, Airbnb Country Manager for Australia and New Zealand, said: “Airbnb is delighted to partner with Dairy Australia on this campaign which encourages customers to explore new pockets of regional Australia and to spend their precious tourist money in these communities.
“We are also delighted to welcome dairy farmers on board as Airbnb hosts. In an era when Australians are embracing regional travel and looking to spend their money in the country towns, there has never been a better time to host on Airbnb. ”
Simone Pipkorn, Managing Director of Haystac Dentsu, said she was proud of the campaign and praised the team behind the scenes.
“Dairy Australia is an amazing organization to work with. Between them, Airbnb and Haystac, we ran a campaign that really puts the Australian dairy industry at the forefront. We are delighted to be part of such an important campaign for the dairy industry and the domestic travel industry. “
Dairy Destinations is the latest installment in the dairy industry’s Dairy Matters: Buy, Support, Enjoy Aussie Dairy campaign, which encourages Australians to buy local Australian dairy products and support local communities and livelihoods.