Taurus positions Airbnb Million Dollar Host into global identity to successful sale
From Airbnb host to hostess!
About Julie George
Julie George is a Tourism and Real Estate entrepreneur who turned her Airbnb foray into a multimillion-dollar business called “Host My Home.”
She has grown a brand beyond her property management business by showing others how to successfully run Airbnb properties.
Julie’s success started in 2016 when, as a former Real Estate Agent in Cairns, Queensland, she listed her property on Airbnb. In the space of one year Julie generated $1.43 million in bookings across multiple properties. Earning the moniker, the “Million Dollar Host,” Julie was inspired to share her secrets by releasing a book of the same name which became a high-seller on Amazon. Both paperback and digital versions of the book performed well across rankings online and continue to succeed today.
Building the Million Dollar Host into a household name locally & nationally
The Brief
With pre-existing success in securing media opportunities in her hometown of Cairns across local and mainline media outlets, Julie sought to pass this responsibility over to a trusted PR agency and publicity partner to support her personal brand nationally as a leader in the Airbnb field and help grow her “Host My Home” business clientele and bookings.
Taurus was engaged to raise Julie’s profile as the “Airbnb Expert” in Australia and beyond, targeting consumers through TV, radio, online and print.
In addition to raising Julie’s profile, Taurus was commissioned to promote, and drive interest in her book “The Million Dollar Host” and build her personal brand in the “shared economy.”
Taurus opens doors
To start, Taurus established a press office and gathered images and materials required for media outreach. A national media release was written to position Julie as a thought leaderin the Airbnb and shared economy space. Outreach was then expanded by offering various media hooks, from “tips to maximise your Airbnb income” to “how to leverage Airbnb for financial freedom.” Taurus used our media relationships to facilitate successful media interviews.
From local hero, Taurus turns Million Dollar Host into a national identity
Campaign Success
The campaign was initially set to run over 4 weeks during the 2018 Christmas holiday period, a peak time for Airbnb property owners to have no vacancy across properties. Taurus successfully delivered coverage across TV, radio and print, meeting the comms objective to build Julie’s personal profile via thought leadership on Airbnb and the shared economy.
Media reaches across online, radio and TV
9NEWS Brisbane filmed an interview onsite that also involved a “Host My Home” Case Study as spokesperson. Domain secured an interview and syndicated their editorial piece across major metro mainline dailies including Sydney Morning Herald and Brisbane Times. Radio opportunities were also secured with Star 102.7FM and 4CA AM radio in Far North Queensland.
Julie’s personal profile has grown and she is now one of Australia’s leading Airbnb experts, continuing her expansion into the American market to promote “The Million Dollar Host” book and engage in property management conferences as a speaker.
“I engaged Taurus to assist in promoting my book Million Dollar Host and to establish me as an Industry Leader in the ‘sharing economy’. Within a four week time frame the Taurus Team were able to get me national exposure through Radio, TV and online publications. The result of this exposure was beyond my expectations! I highly recommend Taurus as being ultimate professionals and offering a fantastic value for money service.”
– Julie George, Owner & Manager, Host My Home
What Taurus did for Million Dollar Host
- PR strategy and planning
- Personal branding Taurus Profile™
- Create the story and key messages
- Thought leadership
- Built brand awareness/recall with key media
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