THE SHARE ECONOMY AIRBNB AND TOURISM BUSINESS DISRUPTION

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

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”.

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’.

MEDIA ITEM PITCH News values: Conflict: struggle between Airbnb scammers and trusting users. Proximity: Melbourne is a popular destination for Airbnb users; there 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.

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.

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 1080 i (HDTV) picture format.

MEDIA ITEM PITCH

MEDIA ITEM PITCH ● ● ● Horror story 1: Bad guest experience - http: //www. dailytelegraph. com. au/news/nsw/familys-airbnb-drug-house-nightmare-as-police-raid-holidayhome-and-find-hydroponic-setup/news-story/21 bca 7 ae 7 b 3 c 739434 c 98 b 7 d 1 fd 322 d 9 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/newsstory/2 a 54 cf 9 b 532 c 91 d 0307 a 8 e 5 c 0 fae 1012

ADVERTISING PITCH Pictures captured by Ina Anackov s 3602317@student. edu. au

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

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

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

ADVERTISING PITCH - CREATIVE IDEA STORY-BOARD DESIGNED BY LILY WONG s 3568917@student. rmit. edu. au

REFERENCES Byers, J. Proserpio, D. Zervas G, 2016. The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry† p 1 -42. Available from http: //people. bu. edu/zg/publications/airbnb. pdf European Parliament, 2015. The Sharing Economy and Tourism. P 1 -6 Available from http: //www. europarl. europa. eu/Reg. Data/etudes/BRIE/2015/568345/EPRS_BRI(2015)568 345_EN. pdf http: //www. causeway. com. au/location

THE SHARE ECONOMY: AIRBNB AND TOURISM BUSINESS DISRUPTION AMY: s 3599852@student. rmit. edu. au INA: s 3602317@student. rmit. edu. au ISABELLA: s 3561220@student. rmit. edu. au LILY: s 3568917@student. rmit. edu. au SARAH: s 3599763@student. rmit. edu. au