Dairy Australia, the national services body for the dairy industry, has partnered with Airbnb on a new initiative showcasing the country’s world-class dairy offering.
In collaboration with global accommodation platform provider, Airbnb, ‘Dairy Destinations’ is the first integrated initiative to be delivered by newly appointed consumer PR agency, Haystac dentsu. This collaboration is designed to celebrate the best of Australia’s dairy industry and encourage Aussies to actively support local dairy farmers, producers and communities.
Dairy Destinations encourages Australians to visit some of our finest dairy producing regions and taste their way through quality local ice-cream, yoghurt, chocolate, and artisan cheese.
The initiative was launched by Dairy industry ambassador Jonathan Brown on Wednesday 24 March with a pop-up ‘Milk Bar’ on Duke St in Melbourne’s Windsor, where guests were invited to sample a variety of tasty Australian-made dairy products. They were also introduced to 12 dairy-themed self-guided road trip 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), Southern and Northern Tasmania (TAS); South Coast and Central Coast (NSW) and the Sunshine Coast (QLD). The Milk Bar was open to local customers until Friday 26 March.
Kendra Campbell, General Manager – Marketing and Communications, Dairy Australia, said they were delighted with the launch and are looking forward to seeing the rest of the program play out.
“Together with Airbnb, we’re excited to showcase the country’s world-class dairy industry. Throughout this campaign we will be encouraging Aussies to lend their support to these regional communities by visiting and spending time in our dairy regions whilst enjoying all our dairy regions have to offer.”
Susan Wheeldon, Airbnb’s Country Manager for Australia and New Zealand said “Airbnb is delighted to partner with Dairy Australia on this campaign which encourages guests to discover new pockets of regional Australia and spend their precious tourism dollars in these communities.
“We’re also thrilled to welcome dairy farmers on board as Airbnb Hosts. At a time when Aussies are embracing regional travel and looking to spend their money in country towns, there’s never been a better time to Host on Airbnb.”
Simone Pipkorn, Managing Director, Haystac dentsu, said she was proud of the campaign and offered praise to the team behind the scenes.
“Dairy Australia is an incredible organisation to work with. Between them, Airbnb and Haystac we have delivered a campaign that really brings Australia’s world-leading dairy industry to the fore. We are over the moon to be involved in such an important campaign for both the dairy and domestic travel industries.”
Dairy Destinations is the latest instalment of the dairy industry’s campaign Dairy Matters: Buy, Support, Enjoy Aussie Dairy, which encourages Australians to buy local Aussie made dairy, and support local communities and livelihoods.
