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THE SHARE ECONOMY: AIRBNB AND TOURISM BUSINESS DISRUPTION

A journalistic mini-documentary exploring shocking Airbnb experiences told by guests and hosts, focusing on comedic yet dramatic accounts reminiscent of a 'ghost town'. Delve into conflicts, human interest, and timeliness in this 10-minute segment for young viewers.

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THE SHARE ECONOMY: AIRBNB AND TOURISM BUSINESS DISRUPTION

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  1. THE SHARE ECONOMY: AIRBNB AND TOURISM BUSINESS DISRUPTION Amy, Ina, Isabella, Lily and Sarah

  2. MEDIA ITEM PITCH Working title: “Nightmares of the Share Economy” Genre: Journalistic mini-documentary Duration: 10 minutes Target audience: Young demographic (18 to 39 year-olds)– current viewers of “The Project”.

  3. MEDIA ITEM PITCH Rationale: alternative perspective on the issue of Airbnb. Angle: Airbnb horror stories – guests and hosts. Style and tone of the segment: • Comical • Dramatic • Exaggerated horror • Similar to The Project’s recent coverage on a ‘ghost town’.

  4. MEDIA ITEM PITCH News values: • Conflict: struggle between Airbnb scammers and trusting users. • Proximity: Melbourne is a popular destination for Airbnb users; there are a lot of Airbnb properties in Melbourne/Australia’s capital cities and therefore generates interest amongst the public. • Timeliness: Airbnb is rising/has risen to prominence in Australia. • Human interest: people (particularly Australians) enjoy hearing entertaining stories about the misfortunes of others– schadenfreude.

  5. MEDIA ITEM PITCH Logistics: • Budget: approximately $5000 – largely due to travel costs. • Legal/ethical considerations: ensuring that we do not defame Airbnb. • Schedule: approx. 10 hours (2 days to film). • 1 story is from America → need to Skype/call renter to ask for comment.

  6. MEDIA ITEM PITCH Logistics (continued): • Visual elements: reconstructions, interviews with the Airbnb users/hosts, archival footage of accommodation/interiors with old-fashioned filters. • Audio elements: voice overs, interviews and horror-movie screams. • Will be broadcast in Stereo audio format and 1080i (HDTV) picture format.

  7. MEDIA ITEM PITCH

  8. MEDIA ITEM PITCH • Horror story 1: Bad guest experience - http://www.dailytelegraph.com.au/news/nsw/familys-airbnb-drug-house-nightmare-as-police-raid-holiday-home-and-find-hydroponic-setup/news-story/21bca7ae7b3c739434c98b7d1fd322d9 • Horror story 2: Bad guest experience - http://www.techly.com.au/2014/08/18/fresh-hell-facing-airbnb-users/ • Horror story 3: Bad host experience - http://www.dailytelegraph.com.au/news/airbnb-nightmare-as-home-turned-into-brothel/news-story/2a54cf9b532c91d0307a8e5c0fae1012

  9. ADVERTISING PITCH Pictures captured by Ina Anackov s3602317@student.edu.au

  10. ADVERTISING PITCH CLIENT - CAUSEWAY HOTELS WHY? - AIRBNB CAUSED 8-10% REVENUE LOSS TO SMALL BUSINESSES IN TOURISM INDUSTRY U.S.P. - HOTELS ARE RELIABLE, TRUSTWORTHY & COMFORTABLE

  11. ADVERTISING PITCH TARGET AUDIENCE: • 25-35 YR OLDS • MIDDLE INCOME EARNERS • KEEN INTEREST IN TRAVEL • FOOD, ART AND FASHION

  12. ADVERTISING PITCH MEDIA PLATFORMS: • SOCIAL MEDIA: DEMOGRAPHIC IS HIGHLY ACTIVE • FLIGHT AND TRAVEL SITES: STRENGTHEN BRAND NAME

  13. ADVERTISING PITCH - CREATIVE IDEA STORY-BOARD DESIGNED BY LILY WONG s3568917@student.rmit.edu.au

  14. REFERENCES Byers, J. Proserpio, D. Zervas G, 2016. The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry† p1-42. Available fromhttp://people.bu.edu/zg/publications/airbnb.pdf European Parliament, 2015. The Sharing Economy and Tourism. P1-6 Available fromhttp://www.europarl.europa.eu/RegData/etudes/BRIE/2015/568345/EPRS_BRI(2015)568345_EN.pdf http://www.causeway.com.au/location

  15. THE SHARE ECONOMY: AIRBNB AND TOURISM BUSINESS DISRUPTION AMY: s3599852@student.rmit.edu.au INA: s3602317@student.rmit.edu.au ISABELLA: s3561220@student.rmit.edu.au LILY: s3568917@student.rmit.edu.au SARAH: s3599763@student.rmit.edu.au

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