Shared economy

Presentation 2 Slides

Presentation 1 slides

Individual Reflective Blog Posts

Mid-Project Blog Post. May 6, 2015

Taras Rego

Collaboration is an essential yet often tedious aspect of both study and work. In the case of this assignment, working as a group allowed for expansion of creative ideas and more efficient production of work. Group work has not always been a positive aspect of study for me, however in this case I found it to be effective.

Coordinating group members while collaborating is a difficult yet necessary aspect of group work (Tjosvold 2015). In my previous group work experience, coordination between group members was one of the most difficult aspects. A lack of coordination is often relative to ineffective communication, which can also result in an unequal workload. Communication and task delegation was effective within our group, which meant that we were able to be more organised in completing the presentation.

I have never deeply analysed my own role within a team (McConnell & Sasse 1999). However, I often find that individuals are very dynamic within group work. There is not often a clear leader; rather various group members assume the role of a leader as necessary. Within our group, some members were more confident in certain areas than others. Consequently, in those areas they would assume a more leader-like role. I believe that this is a more effective way of collaborating in terms of maximising the team’s potential.

Personally, when working in groups I typically try to complete my share of the work in a timely and effective manner. Within this group I do think that we all contributed to the assignment fairly equally. However, I did make a mistake with one of the tasks I was delegated and was forced to redo it. Consequently, I need to read tasks in more detail in order to minimise potential mistakes in future.

The group struggled with the expansion of ideas whilst including only the most relevant of details. Giving detail whilst being succinct is extremely important when presenting (Anderson 2o13). However, I believe that we were successful in our presentation, both in terms of the content and our presentation abilities. Whilst we were all evidently nervous, I felt that we projected our research and ideas effectively. We did go over time so in future we will have to try to be more succinct.

Overall, the group worked effectively and efficiently in completing the task at hand. However, there were a few issues with distractions at group meetings. Becoming distracted is something that can be debilitating when working in groups. In future, it would be more efficient to try to minimise distraction as a team.

Reference list:

Tjosvold, M & D, 2015, ‘Strengthen Cooperative Goals’ and ‘Working Open-Mindedly’ in Building the Team Organization, Palgrave Macmillan, London

Harvard Business Review (2013), How to Give a Killer Presentation, available at:

McConnell, C.A. & Sasse, C.M. (1999), An anticipatory case for managing teams and team projects, Issues in Accounting Education, 14(1), 41-54


Isabella Hendriks 

When we started this assessment I did not really know the people in my group, only meeting them briefly in class. However, fortunately we all got along really well and therefore worked together effectively as a group.  In previous group experiences there has been an issue where we would get along as friends, but still there would be certain members who wouldn’t get their amount of work done on time if at all.  However, it didn’t seem to be the case with this group, as although we got along really well as friends, we still came together to do the work that was required.  I like to think that I worked effectively and efficiently within the group dynamic, and was able to embrace other people’s ideas and opinions as well as bringing my own creative ideas.  On the negative side, due to my part time job I found it difficult to find time to come together as a group, therefore having to do some of the work at home without the input of my other teammates.  Also, as a group because we did get along so well we tended to get distracted and therefore had to be strict about our time management and focus on doing the necessary amount of work in the scheduled time.

The case study that we looked at in week 7’s workshop allowed me, and my other group members, to analysis a fictional group dynamic and decide which character we most identify with and come up with ways to face these group dynamic problems if we were to ourselves.  What I learned from this exercise is that I don’t particularly identify myself as having a particular role within a group dynamic, though I know which role I don’t want to take such as the overpowering leader or the last minute slacker.

In the reading from week 9, entitled ‘Building the Team Organisation’, Tjosvold states that “Accomplishing tasks is necessary for organisation but it also helps individuals meet their achievement needs to perform effectively as well as serve other requirements” (Tjosvold 2015, p. 91).  As a group when it came to accomplishing tasks we did it really effectively, as we managed to stay organised in order to efficiently complete the necessary tasks.  Tjosvold also states that “Team members consider feedback and record so that they keep informed of progress and what is necessary for completion” (Tjosvold 2015, p. 91), I believe that because our group did work so well together and it became a comfortable dynamic we were able to give each other constructive feedback that each other would be able to take on board in order to continually develop our ideas.   However, Tjosvold also states that “A team member focuses on one aspect of the team task and completes it, knowing that teammates will complete others” (Tjosvold 2015, p. 92) though with previous group assignments I have done this method, we didn’t really do this for this project. Instead of dividing the workload and each member completing different aspects, we came together as a group and actually did it together. Where some groups this may not have worked, due to one person acting like a dictator and controlling the situation, I believe that this was a good method for this group because of our successful dynamic.

For the next aspect of the project I plan to continue to express my ideas and opinions within the group, as well as taking on any constructive criticism given to me. Overall, my goal is to communicate more and to not be as distracted in the group meeting in order to spend the allocated work time effectively and efficiently.  

Reference List

Tjosvold, M& D, 2015, ‘Strengthen Cooperative Goals’ and ‘Working Open-Mindedly’ in Building the Team Organization,Palgrave Macmillan, London

McConnell, C.A. & Sasse, C.M. (1999), An anticipatory case for managing teams and team projects, Issues in Accounting Education, 14(1), 41-54


Alyssa Crawley  

This first stage of the assignment was filled with surprise and fun but also a lot of hard work. After completing this first presentation I am confident that we will be able to create a final presentation that is of a high standard. We have all gotten along really well and this has been a key contributor to the success of our work so far. We completed majority of the work together during group meetings allowed us to gain a good understanding of each other’s speeches and what we were each presenting. By meeting up regularly we were able to clarify any questions we had and were able to bounce ideas off each other so that the work we created was reflective of everyone’s ideas. The teamwork and communication of the group was highly effective and meetings were always very positive, allowing us to all share our ideas. We did however get distracted often within these group meetings, preventing us from being as efficient as possible but in the end we were always able to get the work done.

Personally I feel I brought a strong work ethic to the team and was always able to get work allocated to me done between meetings. This is something that I feel everyone in the group did very well with, allowing us to spend time in the meeting editing everyone’s individual work. I feel that I could definitely improve upon my public speaking skills before the next presentation as I feel that is a big weakness for me. To do this I hope to complete my speech earlier, giving me more time to practice and run through what I am going to say both by myself and with the group before the final presentation.

Through the week 7 teamwork exercise we established that the main fault of the team in the case study ‘Strengthen Cooperative Goals’ and ‘Working Open-Mindedly’ in Building the Team Organization’ was their lack of communication with one another. This lead to them not being on the same page about the workload and what was required therefore this is something we wanted to focus on. Through our online chat and regular meetings we were fairly successful in this. The reading ‘An anticipatory case for managing teams and team projects’ by McConnell and Sasse posted for week 9 also reflects this idea of communication and working together to complete a collaborative piece of work, highlighting just how important it is for us to continue working in the way that we have been for the past two weeks.

In preparation for the next presentation I hope we’re able to continue meeting on a regular basis as this really helped us to develop our ideas. It will also be important for us to finish out speeches earlier so that we have the opportunity to practice and improve our confidence before the final pitch.

Reference List:

McConnell, C.A. & Sasse, C.M. (1999), An anticipatory case for managing teams and team projects, Issues in Accounting Education, 14(1), 41-54

Tjosvold, M& D, 2015, ‘Strengthen Cooperative Goals’ and ‘Working Open-Mindedly’ in Building the Team Organization, Palgrave Macmillan, London.


Genevieve Oxley 

I was really happy with the way I managed to condense all of my research into a considered and concise explanation of the key features of my “researched artifact”. Given the strict time constraints, I was very concerned that the quality and details of the information would be lost. Even going into the presentation I wasn’t totally confident that what I was presenting would be sufficient. This experience has taught me that it’s possible to convey ideas and information without having to specifically spell it out to the audience – a misguided notion I acquired at High School, perhaps? I hope that this skill will translate effectively into the second part of this assessment and result in my being able to appropriately contribute to an excellent pitch presentation.

When meeting with the group, I had a tendency to be easily distracted. I enjoy the company of everyone in my group and often found myself indulging in conversation  rather than focussing on the task at hand. My behaviour was distracting to my fellow group members and often impeded productivity; we often had to organise longer group meetings to accommodate for the tangents on which we found ourselves. Going forward, I will focus on directing my attention primarily towards completing the assessment before I allow myself to be distracted.

Another area I would like to work on in the second section of this assessment is the timeliness with which I complete my set tasks. While it wasn’t a serious issue in this first section, I think that completing work sooner, thus allowing other members of the group to access my research and information sooner, could prove to be extremely valuable going forward as it could result in the group having more time to devote to rehearsing the presentation of the pitch.

This is an aspect of the team’s approach to the project which I would like to focus on in this coming section. I have the utmost confidence in everyone’s presentation and public speaking abilities, however I believe that practicing the deliverance of our presentation will be fundamental to our success in this assessment. For this reason, I would like to see more of an emphasis on refining this aspect in the second part of this project.

In order to do this, the group will need to organise one or two group meetings wherein the sole purpose is “rehearsing enough times that the flow of words becomes second nature” (Anderson, 2013) or, at least, conversational and cohesive. For this to be a possibility, we will need to ensure that the research, as well as the refinement and collation of information and ideas is completed early. This could be ensured with the use of a timeline, which I hope to introduce in our next meeting.

Reference List
Harvard Business Review (2013), How to Give a Killer Presentation, available at:
Accessed: 22/5/2016


Elliott Searle

Working on this group project has shed some light onto my participation and roles when working in a team. I’ve identified that I am competent at following due dates and actively participate in group meetings.

As a group, we naturally developed a system of open-minded discussion when it came to group decision making. I believe myself and my teammates felt comfortable and confident to express our ideas and then discuss and develop them into a concept that we all agreed on. From here we were able to implement solutions on ways to execute these ideas. This was something that resonated throughout the week 9 reading, ‘Building the Team Organization’. (Tjosvold 2015)

When we split off to focus on our assigned aspect of work, it was clear that there was a fluidity between our work. My team mate’s influence could be seen through my own individual work and vise Versa, I believe this is a result of our strong group discussion abilities.

This fluidity was reaffirmed today during our first presentation when Gen and I accidentally mix up our speeches for the PR pitch, I believe we improvised and made a coherent pitch outline with the mix up unnoticeable.

I think we work very well as a group and thus far haven’t had any conflict. I am confident that if conflict arises it will be solved in a positive way that will strengthen our work dynamic. Overall I believe strong communication has served as a pillar for our high standard of teamwork.

Although we have experienced a lot of positives to our group dynamic, we obviously have encountered some negatives. As a group, we tended to get distracted, although we complete work to a high standard, it does affect the time it takes to complete tasks. We also realized that  we need to focus on time efficiency and the rehearsal of our presentations.

After establishing our weaknesses, we came up with some solutions to improve. These being that we need to create an agenda for our meetings, as well as create a deadline that allows for presentation rehearsal time.

For the next leg of assignment, in preparation for presentation 2, I wish to continue and maintain our current work ethic and really focus on improving our weaknesses.

Reference List

Tjosvold, M& D, 2015, ‘Strengthen Cooperative Goals’ and ‘Working Open-Mindedly’ in Building the Team Organization,Palgrave Macmillan, London




Final Blog Post. May 22, 2015

Taras Rego

Directly following the completion of the final presentation I felt a sense of relief and satisfaction. Being the last group to present, there was a part of me that just wanted to get it over and done with despite being extremely nervous.

In terms of the actual presentation itself, I believe that our group presented well as a whole. We all spoke fairly clearly with enough charisma in order to sell our pitches. We managed to effectively condense our ideas into a succinct presentation within the time limit (Anderson 2013), which was a feat in itself. Moreover, I think that the content of the presentation was both relevant and extensive.

I believe that we were all fairly nervous despite having already completed the first presentation successfully. Becoming nervous and speaking too quickly is a problem that I would like to work on in future. I hope that I managed to speak clearly, but I would like to improve on my own public speaking skills.

While I believe that the presentation went fairly well, the moments leading up to the presentation itself did not go quite as smoothly. While the group collaborates well as a whole, there were a few problems this time around.

While it can be extremely difficult to organise meeting times with five different people, the communication could have been better. We did manage to meet up a number of times leading up to the presentation. These meetings were very effective as they allowed us to have a clearer understanding of how we were moving towards the final presentation as a whole.

There was a definite lack of organisation as a group. We completely changed our pitch ideas on the Monday the week of the presentation. This meant that we ended up having to work on the presentation on the day of- which is not ideal. However, I do believe that the group made the right decision in choosing to change the ideas. The pitches that we ended up choosing to present were original, thought out and effective ideas.

Unfortunately, I could not be at university on the Monday in which the ideas were changed. However, I was informed of the change on that same day. I do feel that this affected the way in which I contributed to the group, which was unfortunate. Nonetheless, I tried to do as much as I could in order to make up for not being there.

Overall, despite a few mishaps I think that the presentation did go well. Each group member was supportive of others and we collaborated well together. I believe that this aided us in succeeding.

Next time I have a group assignment I would like to be more organised in collaborating with other group members. This being said, the benefits of group work are much more extensive than I previously believed (Tjosvold 2015). I do now have a different view of group work and will possibly view it more positively in future.


Harvard Business Review (2013), How to Give a Killer Presentation, available at:

Tjosvold, M & D, 2015, ‘Strengthen Cooperative Goals’ and ‘Working Open-Mindedly’ in Building the Team Organization, Palgrave Macmillan, London


Isabella Hendriks 

After the success of our first presentation, I was filled with a sense of confidence in beginning the next aspect of the project. At this point I had developed a relationship with my group members as I came to know their strengths and weakness and how they complimented my own strengths and weaknesses.  

After the consultation with Jan and Cangie in the Friday workshop, we were feeling pretty discouraged as a group after they both pointed out the flaws in our pitch ideas for Media and Advertising. However, it was after the second consultation in the Monday seminar where we came up with new ideas, that the wheels started rolling. If I had to describe a lighting bolt moment, it occurred after this second consultation were both Jan and Cangie approved of our new ideas.  This new found confidence in our ideas acted as the fuel for our work, however somehow because of this we became less organised as we believed we didn’t need to met up as much; this was a mistake.  

The morning before our first presentation we were confident and truly believed that we would be able to successfully give a solid presentation, but the morning of our second presentation this previous confidence was absent. When we came together in the morning of the presentation we became frantic and stressed due to the nerves we were feeling about presenting in front of another class, and therefore another AirBnB group, and the discovery that there was a mix up in who was saying what for the advertising pitch.  Interestingly, where the stress for the first presentation came from hoping to make the allocated time frame, for the second presentation we didn’t even stress about making the 10 minutes because we were certain that we would be able to make this time.  

This stress and nerves continued to buildup within the workshop as more and more groups began to present and we were not. However although it was annoying that we had to wait to present last, I actually believe that this allowed us to speak better due to the fact that half of the people had left so we had a smaller audience and therefore felt less nervous in the end.  

Overall, I am happy with how our second presentation went down, even with the mess up with the advert mockup, although the frantic behaviour in the morning could had been avoided with better communication and organisation leading up to the Friday workshop. However, our ability to still be able to pull the presentation together and present well, highlighted our strong group dynamic and problem solving skills.  

In the future, I believe that if we were faced with a similar project there are definitely things we could have done differently.  I would begin with the overconfidence that almost turned into cockiness after the first presentation. We lost focus and instead we should have attempted beginning the second presentation with the same determination and organisation as the first.  The other thing I would change for any future group projects would be to really organise who is saying what in the presentation much earlier before the actual presentation, in order to really avoid the unnecessary panic and stress that came the morning before.  

Overall, I am happy with our groups performance and our dynamic, as well as how we worked together as a team, as these are definitely people I would love to work with in the future, which highlights the comfortable environment we created as a group.   


Alyssa Crawley  

After completing the final presentation I am extremely proud of the work we were able to achieve and the success of our presentation. After receiving the feedback from the first presentation we were all really proud of the work we had done and in the beginning this lead to us feeling as if we didn’t have to work as hard to complete this next section. This along with other people having other commitments lead us to meet up far less regularly and for the first week we didn’t develop our ideas much at all. However after realising just how far behind we’d gotten we all worked together and met up almost everyday to ensure that our second presentation aligned with the standard of the first. We completed all the work as a group once again, which helped everything to become very fluent and also allowed us to develop ideas that we were confident in. Through critiquing and challenging these in the group meetings we were able to refine our ideas to make them as specific and succinct as possible.

Personally I think my presentation skills improved from the first presentation to the second due to the fact that i was able to practice before presenting. I also feel that I had a much better understanding of what I was saying due to the fact that we had critiqued and challenged our ideas so much and this really helped me to become deliver a more confident presentation.

As a group we never had any problems in a teamwork sense however the morning of the second presentation presented a bit of chaos. Firstly we had the added pressure of having twice as many people to present to and this worried us as we weren’t as confident speaking in front of people we had not presented to before and didn’t know as well as our own class. There was also a little bit of confusion with the advertising pitch as all of our speeches were quite similar and we hadn’t realised until the morning before. We had to therefore rework the speeches in a short amount of time as I’d had class and this left us feeling more nervous but in the end we were able to push through and deliver a presentation that we are all very proud of.
Despite this last minute chaos, I am really happy with the way we worked as a team throughout the entire process and it has definitely allowed me to see the importance of constant communication and good work ethic in order to produce a group assignment of high standard.


Genevieve Oxley 

The morning of our presentation was a little bit of a storm in a teacup. We realised that there was too much cross-over in the content presented by the three members of our group (Alyssa, Taras and myself) who were delivering our advertising pitch and spent the morning clarifying who was in charge of which section. This last minute stress left me feeling slightly shaken but by the time our group presented, I was once again feeling calm and excited. In spite of this, I was incredibly happy with the final presentation and have loved every minute of working with this group.

I think we found a better balance between work and chit-chat throughout the second part of this assessment. Though there was some confusion in the advertising section of the pitch, the actual work and presentation materials were completed well in advance of the due date. It was this organisation which I believe resulted in the advertising mishap not being an overwhelming issue as we had the time to effectively address the problem. Last minute issues are sometimes inevitable so even though this issue could have been avoided with more communication, I think that our ability to solve the problem reflects well on our group’s work ethic and problem solving skills.

Given our decision to change our pitch ideas occurred at the beginning of the presentation week, our group had less time than I had hoped to work on the delivery of our pitch. Despite this, I believe it was a worthwhile compromise as our confidence and enthusiasm in our new ideas ultimately resulted in a more refined, genuine and passionate pitch.

If I was given the opportunity to re-do this assessment, there are few things which I would change. On a personal level, I think I need to focus on taking these assessments more seriously in that my tendency to be distracted and distracting continued through the second part of this assessment. Additionally, I need to work on my professionalism when presenting – specifically, I need to improve my control of inappropriate laughter.

With that said, I consider this team and group task to have been the most successful collaborative assignment of the semester and I credit our friendship and ability to enjoy each others company to be the reason for this. I would love to work with these individuals again as I think our dynamic and skills are complementary and resulted in a project which was not only successful but was enjoyable and engaging.


Elliott Searle

Following our first presentation, I felt extremely confident in our group and was proud of the way we delivered or research and pitch ideas. This confidence continued at the beginning of the second stage of the project.

After receiving feedback from the first presentation we decided to drop our PR idea and focus on advertising and media.

In the Friday workshop we consulted with Jan and Cangie, after discussing our ideas and receiving feedback, we felt quite disheartened as major flaws in our ideas were pointed out. The following Monday we began discussing new ideas and developing existing ideas. After coming up with new pitch ideas, we again consulted with Jan and Cangie. The feedback we received from them was positive and restored confidence in our ideas.

Our confidence in our teamwork and ideas was misjudged. We lost a certain sense of focus and organization. Before we were diligent with team meetings and completing work, we now found our self in a state of overconfidence, which affected our timeliness and organization.

The morning prior to our final presentation we all felt a feeling of unease and a noticeable lack of confidence was prevalent. As we began to check over the presentation we became aware of minor flaws and confusions which further threw off our confidence. I believe presenting in front of another class also added to our angst.

Upon presentation, I believe we all delivered the best speeches of the semester, we all spoke really well and talk about our ideas with confidence and knowledge. I believe that the presentation ran smoothly due to our ability to adapt and work dynamically as a group, I personally found a relief when presenting due to the support I knew I had from my teammates.

Our evolution as a team is apparent. Over the duration of this project, we developed really great friendships, as well as working relationships.  We began to form a natural working dynamic that felt easy and fluent. My teammates allowed me to produce the best work possible by complimenting my weaknesses and providing me with a platform where I felt confident to express ideas and take positive and constructive criticism.

If we were to continue working as a group, I believe we would only get stronger and develop an immense dynamic and work ethic. We would continue to learn from our mistakes and grow as individual learners, as well as learning what it means to work successfully and productively in a team.

I personally have benefited from working with these wonderful people and have adopted and gained invaluable experience and knowledge. Being able to learn how to function in a team is something that I now find to be essential. What I have learned from working with this group will resonate throughout further group work that I will encounter during university and eventually my working life. I know that working in a team it is a skill that I will need to develop, but I wholeheartedly believe that working in this group has grounded the fundamental principles that are essential for successful teamwork.



Project Reviews


After the success of our first group presentation, we completed a mid-project review to reflect on our group’s strengths, weakness and what we can improve on for our next presentation in two weeks time.  We began by identifying the three key strengths that we discovered when working as a group for the first time.  From this, we were able to formulate a plan in order to maximise our group’s potential and succeed in the final presentation.

As a group, we established that the team collaborated effectively and took a holistic approach to the assignment. There were no disputes and everyone’s opinion was acknowledged with respect. Moreover, each group member was both admirable and understanding when receiving constructive criticism. If there were to be a dispute we are all under the assumption that it would be resolvable and well managed.

Communication between team members was effective through the group Facebook chat, on which team members were respectful and insightful. Furthermore, consistent and regular group meetings allowed for effective collaboration and efficient completion of work relative to the assignment. The workload was also balanced between team members, which allowed for a more efficient completion of the overall assignment.

We are all diverse in our skills and knowledge regarding certain subjects. Therefore, this created a dynamic and diverse learning space in which we could creatively expand on our ideas. In this way, we have all agreed that there is not a clear leader within our group, rather an individual team member may assume the role as necessary.

We are all under the assumption that the presentation went smoothly. We were fairly well prepared and thus the delivery of our research and ideas was effective. We struggled with compressing our research into a succinct presentation within the time limit. Consequently, we did go over the time limit by approximately one minute. For the final presentation, we would like to be more succinct in order to remain within the ten minute time limit.

Overall despite having succeeded in the presentation there were areas of weakness that we have outlined as a group. The most significant group weakness was that we became easily distracted at group meetings. The distraction resulted in a less efficient use of time and consequently the group meetings were extended in order to complete work. While we did complete the work to a high standard, there was an unnecessary expenditure of time in completing such work.

In analysing our areas of weakness we were able to identify areas of improvement in order to succeed in the final presentation. We have decided that we need to create an agenda for the group meetings, in order to minimise distraction and efficiently complete necessary work. Furthermore, we have decided that we need to create a deadline for completion of work in order to allow for presentation rehearsal time. This ensures that we will stay within the time limit in the final presentation.

Summarily, we collaborate well as a group and have succeeded in the first presentation due to effective communication and organisation. We hope to continue on with this level of collaboration leading up to the final presentation. To improve we intend to utilise our time more effectively in order to be more productive.


The workshop after the final presentation is when we first realised that the pitch ideas presented in our first presentation were not as specific and creative as we’d first thought. We were therefore encouraged to think outside the box and develop ideas that better focus on the specific audiences we hoped to target. This is where we came up with the idea for a Q&A special and a tv advertisement against the services of Airbnb. Although we were at the time very confident in these ideas we realised through talking to Jan and Cangie that these were still not as succinct and refined as we could be. Following this feedback our group felt unmotivated and flat. In hindsight, the ideas were quite generic and we all agree that our decision to change our pitch ideas during the seminar on Monday the 16th May was the right one – even though it resulted in our having a significantly shorter period to develop these pitches. These were to have a banner advertisement coming from the TAA (Tourism Accommodation Australia) and a documentary exploring the reality of the shared economy. After receiving praise for these ideas we then made it a priority to meet up as a group as regularly as possible to discuss these ideas, challenging and critiquing them so that they became as strong as possible.

Our work ethic faltered slightly during the beginning of the second section whereby we became over confident after receiving the result of our last presentation. This lead to us being behind schedule in the development of our ideas and meant that we only had a limited amount of time to work on our ideas before the final pitch. Once we came to this realisation the group dedicated as much time as we could towards creating work that matched the standard of our last presentation. In the end we created work that we are extremely proud of and shows that although we may have doubted the effort needed for this assignment we were able to pull it all together and create pitches that we were confident in.

The main aspect of the presentation that we decided to focus on was keeping it within the designated time limit as this was something we were unsuccessful at doing in the first presentation. We succeeded in this goal as our presentation was less than ten minutes reflecting the time we took to practice the presentation before our final pitch.

The teamwork of our group is what allowed us to create work so effectively and the friendship we were able to form allowed us to always solve any problems we were faced with. We were determined to create work of a high standard throughout the entire process and our ability to do so is reflective of the constant communication we had. The team agreement was followed at all times and much of it was unneeded as there were no disagreements within the group that needed to be sorted out. All of these things have lead to us creating work that we’re all very proud of and has allowed us to see just how important a good work ethic and effective communication can be within a group assessment task.

REFERENCES (2016). About Us – Airbnb. [online] Available at: [Accessed 4 May 2016].

SearchCIO. (2016). What is sharing economy? – Definition from [online] Available at: [Accessed 22 Apr. 2016].

Khadem, N. 2015, Shining a light on sharing – the new black economy?, Melbourne, Vic

Tourism Accommodation Australia,. Https://Www.Tourismaccommodation.Com.Au/Wp-Content/Uploads/2012/08/TAA-MR-On-Illegal-Share-Accommodation-July-15.Pdf. 2015. Print.

Bloomberg Television 2015, Rise of the Sharing Economy: Airbnb Hurting Hotel Revenue, New York City, America, available at:

‘Don’t Go There. Live There.’, April 16th 2016, Airbnb Youtube

AirBnB general Statistics {Smith, C. (2015). 47 Amazing Airbnb Statistics. [online] DMR. Available at:  [Accessed 18 May 2016].} [Accessed 19 May 2016].

{ Interest in renting accommodation through services such as Airbnb worldwide as of May 2014, a. (2016). Interest in services such as Airbnb worldwide by age 2014 | Statistic. [online] Statista. Available at:  [Accessed 18 May 2016]. }


Team Agreemnet

As team members for the Professional Communications: Contemporary Approaches to Media and Communications assignment 3, we each agree to abide by the following statements in our united effort to effectively complete this task.



Team members must make use of the group message on Facebook in communicating with fellow team members. Inability to complete tasks, attend classes or attend meetings must be shared with the team in the group message. Any questions, concerns, recommendations or ideas should be shared with the team and each issue or idea must be comprehensively discussed by all members of the team, with preference being a face to face discussion. Should a group member require assistance with their task, it is expected that they request it and a member of the team who feels capable offers assistance. It is expected that any disputes be addressed in the methods mentioned below.



The official meeting time for this group is every Tuesday at 4pm in the breakout space of Building 9. It is expected that each member attend this meeting and come prepared to complete tasks as outlined in the weekly agenda – which will be created every Friday during class. This means that necessary stationery, equipment and prior research or work will be brought to the meeting.

Minutes will be taken by a team member who volunteers at the beginning of each team meeting. Team meetings are to be confirmed each Monday evening in the group Facebook message.



Tasks are to be distributed by way of volunteering and allocation based on skills. Team members must complete their tasks in a timely fashion and to an acceptable standard. Team members should be open to constructive criticism or recommendations by fellow teammates and any concerns should be taken into consideration when completing set tasks. Any questions or apprehensions relating to tasks must be raised with the team and clarified.

Team members must acknowledge that time must be allocated to completing work and in this time, mucking around is to be kept to a minimum.



Every team member must be respectful of fellow team members. Any disagreements are to be discussed and resolved in a mature and respectful manner, with each party taking into consideration the validity of the other party/ies’ concerns or ideas. Opinions and ideas are to be welcomed and any criticisms must be presented constructively and with respect.

Above all, be kind, courteous and supportive of fellow team members – a happy team is a productive team!


Dispute Resolution Plan.

Should two or more members of the group be involved in a dispute over the methods used to complete the assignment or the content of the assignment, they are encouraged to first attempt resolution by group discussion, wherein all members of the team are present.

Should this fail to reach a resolution,

disputing parties must present their case to the team and a group vote in favor of the majority will determine the outcome.


If, at any point, a team member feels that their opinions are not being considered, that’s they are not being treated respectfully, or that a fellow group member is behaving inappropriately and in a manner which impedes productivity, the concerned team member is encouraged to first approach the individual in question and attempt a face to face discussion. Should this fail, this message (with the blanks filled in as factually and non-accusatorially as possible) should be sent on Facebook to the group:


Hi everyone.

So lately I have been feeling _____. This is because of an issue I have had with another member of the group regarding _____. If we could meet soon to discuss this issue, I would appreciate it.


The individual who believes they are the focus of this message shall not reply regarding the issue, rather a group meeting will be scheduled as soon as possible. Both parties will be able to present their sides to the rest of the group and all team members will attempt to reach a resolution together.


Should any of the above methods fail, Ekaterina must be contacted by a member of the group who is as detached from the issue as possible.

Research Analysis Questions

swatWhat do you already know?
We have a general understanding of the issue and the companies involved.
Where are the gaps in your team knowledge?
There is a lack of understanding surrounding the specific laws and regulations relating to the issue. Moreover, there is a gap in knowledge relating to the specific details.
What do you still need to find out?
Specific laws
Global differences (each country has different regulations)
Past issues and problems
Why there is a such an issue relating to shared economy
How will you do this?
Through in-depth research and looking at different artefacts relating to shared economy.

Shared Economy Research Questions

What is it about? Shared Economy is also known as collaborative consumption and is “a trending business concept that highlights the ability for individuals to rent or borrow goods rather than buy and own them”
What are the key terms of the debate?
Who is involved? Traditional business owners e.g. taxi companies and the tourism business; Consumers; local and federal governments that regulate the industries; the companies that use shared economy e.g. Uber and AirBnB; Community members where the business operates
Who are the interest groups? The traditional business owners, the community members against the companies and the companies that use shared economy services.
What is the problem? With AirBnB services there is a tax problem as you don’t have to pay tax when using their services but with other hotel or tourism companies you would have to. It exacerbates many economic inequalities. A lot of people believe that services such as AirBnB and Uber are not really shared economy because you have to pay for the services so it is not really sharing skills, information, knowledge and/or assets with each other in a way that creates additional value for everyone.
How does the case study relate to the wider terms for the debate? AirBnB is an example of how a company is using shared economy to make a profit. It allows for people to rent out their services, such as their homes, and therefore contributes to the issue as it affects the traditional tourism industry.
Can you find other stories related to this issue? Uber’s introduction into Melbourne and being made ‘illegal’ → Uber was outlawed in Melbourne after Melbourne drivers were found guilty of driving a hire car without a license or accreditation by a Melbourne magistrate.



Shared Economy Research Questions

    • What is it about?
      • Shared Economy is also known as collaborative consumption and is “a trending business concept that highlights the ability for individuals to rent or borrow goods rather than buy and own them”;
      • AirBnB is a company that began in 2008 in San-Francisco and now rents out places in 34,000 cities and 191 countries. It describes itself as ‘a trusted community marketplace for people to list, discover, and book unique accommodations around the world” →
      • The issue itself revolves around the rapid growth of AirBnB services and how this affects communities and the tourism industry.
      • The issue also discusses the problem with properties being illegally rented out or rented out without the landlord’s knowledge/permission
  • What are the key terms of the debate?
    • Arguments for AirBnB
      • You can stay in unique places
      • Cheaper for consumers
      • Allows people to rent out their rooms to make a profit
    • Arguments Against AirBnb
      • Tax rates for AirBnB is calculated differently
      • It increases income inequalities as those who are able to purchase property have the ability to make more money whilst those staying in these places are forced to pay
      • It can be damaging to existing tourism companies
  • Who is involved?
    • The tourism industry
      • Tourism Accommodation Australia→ launched a campaign against the online short term accommodation providers with a submission that will go to federal, state and local governments as well as to the federal opposition’s inquiry into the sharing economy; recommends the introduction of  model legislation, agreed by all governments, that would require the registration of accommodation that is let on a commercial short-term basis.  
      • Tourism Victoria → working with AirBnB to promote Melbourne’s middle and outer suburbs, such as Fitzroy and St. Kilda, in order to encourage tourism in non-traditional areas.  
    • Consumers of the AirBnB services
    • Local and Federal governments that regulate the industry
      • The Australian Tax Office – want to ensure that Airbnb users (hosts and guests) are following tax laws
      • Richard Colbeck, Minister for Tourism
    • AirBnB
    • Community members where the business operates
    • The Hosts that rent out their properties
    • The Landlords who own the buildings where rooms are being rented out
  • Who are the interest groups?
    • AirBnB; including the Hosts and consumers
    • Tourism Industry
    • Landlords of building that have rooms rented out
    • Government; tax regulators and investigating illegal renters
  • What is the problem?
    • With AirBnB services there is a tax problem as you don’t have to pay tax when using their services but with other hotel or tourism companies you would have to.  
    • It exacerbates many economic inequalities.
    • A lot of people believe that services such as AirBnB and Uber are not really shared economy because you have to pay for the services so it is not really sharing skills, information, knowledge and/or assets with each other in a way that creates additional value for everyone.    
  • How does the case study relate to the wider terms for the debate?
    • AirBnB is an example of how a company is using shared economy to make a profit. It allows for people to rent out their services, such as their homes, and therefore contributes to the issue as it affects the traditional tourism industry.
  • Can you find other stories related to this issue?
    • Uber’s introduction into Melbourne and being made ‘illegal’ → Uber was outlawed in Melbourne after Melbourne drivers were found guilty of driving a hire car without a license or accreditation by a Melbourne magistrate.  




Artefact Questions

  • What is the story being communicated?
  • What are the practices involved in putting the story together?
  • What are the disciplinary principles at work in the story? (news values, stakeholder interests, materials, format, medium and channel)
  • Who does the story address?
  • Who is it talking to?


News story Artifact – Isabella

  • ‘Europe cracks down on AirBnB: Paris, Berlin seek to keep room-sharing out-of-towners from displacing locals’ in USA Today by Elena Berton and Katharina Wecker
  • What is the story being communicated? European cities such as Paris and Berlin are set to decrease the number of short-term renters in their cities using shared economy services like AirBnB.  European cities are establishing offices to regulate short-term rentals, whilst the hotel industry has called for a crackdown on room-sharing.   New laws and regulations set by Governments are angering homeowners who say that they have the right to rent out their properties.  
  • What are the practices involved in putting the story together? Reactive journalism is being used, as the authors are responding and reporting on the issue.  
  • What are the disciplinary principles at work in the story? The news values that are at work in this story are: Impact, because the outcome of the story affects community members and consumers, Timeliness, because it is a current story, however it is also reporting on incidents that have happened in the past, Prominence, because in involves government officials and private companies, Conflict, because there is a conflict between the governments and private companies like AirBnB, and Human Interest because it focuses on a new issue that involves a company like AirBnB which is becoming more well-known and more utilised within the public.
    • Format: Article
    • Medium: USA Today website
    • Channel: Print on Internet
  • Who does the story address? The story addresses the governments of Paris, Berlin and Barcelona who are proposing the new laws and regulations and also the room-renting companies like AirBnB that have caused the issue.
  • Who is it talking to? Because the article was published in USA Today, the general public of the story is Americans rather than Europeans where this particular issue is taking place, however it highlights to an American audience how a San-Francisco based company like AirBnB is being perceived overseas.  


Advertisement – Alyssa

‘Don’t Go There. Live There.’ –

  • What is the story being communicated?

The advertisement is saying that Airbnb offers a service that is unique, encouraging prospective travelers to use their services as opposed to tourist hotels. They are promoting the idea of living in different places and experiencing what it’s like to be a part of the local community as opposed to simply staying at hotels and visiting tourist hotspots. It is used to communicate to the viewer that this type of experience will offer them a far better trip, therefore encouraging them to use Airbnb’s services.

  • What are the practices involved in putting the story together?

The advertisement utilises the act of storytelling to promote its services to the viewer. By creating a little story and showing potential customers just what their next holiday could be like, Airbnb hopes to persuade them to use their products. It is therefore using the soft sell approach, using emotion to attempt to persuade audiences.

  • What are the disciplinary principles at work in the story? (news values, stakeholder interests, materials, format, medium and channel)

This ad is one made to be shown on television, showcasing it to a wide variety of people. It is more of a novelty piece as it does not address any current issues but instead appeals to people’s desires to travel and experience different parts of the world. It does not communicate any facts with the audience as this is not its purpose however it does tell a story to the viewer in hope to draw them in and make them remember the ad. –

Medium = Television Advertisement

Channel = Internet, television

Materials – Video

  • Who is it talking to?

As this is a television advertisement it is most likely aimed at members of the general public who may have a love for travel or may be thinking about travelling in the near future. Potential customers may relate to the story and may agree that the typical holiday at traditional hotels is inferior to the service provided by Airbnb, therefore convincing them to at least look into what it has to offer.

  • Who does the story address?

The ad simply addresses these potential customers as they are the target audience for the campaign. Its main goal from advertising is to gain awareness and profit for the brand therefore targeting those who may use their services in the future is going to best achieve their goal.


Media Artefact- Taras

‘AirBnB: The Hotel Disruptor Unconstrained by Real Estate’ by Bloomberg Television-

What is the story being communicated?

The story outlines the way in which AirBnB is changing and essentially damaging the hotel industry. It outlines the growth of AirBnB and how it is unconstrained by the limits of real estate or capital and is therefore growing extremely rapidly. The growth is at the expense of the hotel industry. The statistics of AirBnB are compared to that of the large hotel companies such as the Marriott and the Hilton.

What are the practices involved in putting the story together?

This artefact is an example of a product of the media discipline and therefore involves the practice of media. The practice of media is particularly evident in the creative visual graphic aspects of the video. The practice of journalism could have been involved in the process of producing the story due to the extensive research and fact based evidence portrayed in the video.

What are the disciplinary principles at work in the story (news values, stakeholder interests, materials, format, medium and channel)

  •   News values: conflict, currency, prominence, timeliness, impact
  •   Stakeholder interests: conflict between AirBnB and hotel industry and growth of AirBnB
  •   Materials: camera, editing facilities
  •   Format: animated video
  •   Medium: media
  •   Channel: television

Who does the story address?

AirBnB and also the Major hotel businesses including Marriot, Hilton and Starwood.

Who is it talking to?

It is talking to the general public, particularly those concerned by the potential downfall of the hotel industry or those interested in the implications of the shared economy.


Press Release – Gen

Tourism Accommodation Australia calls for government action on unregulated short‐term accommodation to stop ‘sharing’ economy from becoming a ‘taking’ economy”

  • July 20th 2015, TAA
  • What is the story being communicated?

This press release addresses the perceived issues of “sharing economy” as identified by Tourism Accommodation Australia. Tourism Accommodation Australia states that unregulated short term accommodation is putting guest’s safety at risk, threatening jobs and contributing nothing to Australian economy. The purpose of this press release is to outline the reasons for which Tourism Accommodation Australia is pressuring all levels of the Australian Government to introduce legislation regulating the industry. Furthermore it highlights the TTA’s expectations regarding the extent of the intended regulations.

  • What are the practices involved in putting the story together?

This is a Press Release, which is a feature of the Public Relations discipline, and would be most accurately classified as “Community Engagement” which outlines the company’s approach to “Public Affairs/Government Relations”. A Press Release fulfils a combination of Organizational Needs and News Values.

  • What are the disciplinary principles at work in the story? (news values, stakeholder interests, materials, format, medium and channel)

News Values: Conflict, Human Interest, Impact

Organizational Needs: Situational Analysis, Research, Goals and Objectives, Target Publics, Key Messages, Organisational Strategy

Stakeholder Interests: Impact on economy and employment, tourism industry (implications relating to maintaining ongoing quality).

Format: Press Release

Medium: TAA Website

Channel: Internet

  • Who does the story address?

It addresses unregulated accommodation providers (specifically AirBnB) as well as Federal, State, Territory and Local Governments, Former Federal Tourism Minister (current chair of TAA) Martin Ferguson.

  • Who is it talking to?

This press release is targeted at figures in the tourism industry, employees of the tourism industry, unregulated accommodation providers (both resident landlords and non-resident commercial landlords).


Journalism – Elliott

What is the story being communicated?

  •   Services such as Uber and Airbnb are creating tax regulation issues within Australian governments, and around the world.
  •   It is difficult to regulate and police the tax regulation issues
  •   Uber has become a threat to the taxi industries
  •   Overall the article gives many opinions and voices from different people surrounding the issue of ‘shared economy’ in relation to the examples of Uber and Airbnb and explains how and why tax regulations and law implementations are difficult to enforce and monitor.

What are the practices involved in putting the story together?

Journalistic reporting

What are the disciplinary principles at work in the story (news values, stakeholders interests, materials, format, medium and channel)?

News values

  •   Timeliness
  •   Proximity
  •   Impact
  •   conflict

Stakeholders interests

  •   Governments (and their agencies)
  •      the community from which the business’ draw their resources.
  •      Participants within the businesses


  •   Statistics
  •   opinion


  •   report
  •   doesn’t break the story


The age



Who does the story address?

This article was written for the purpose of informing the general public.

Within the story we hear opinions and comments from:

  •   Airbnb’s Australian country manager, Sam McDonagh
  •   Monash University professor of economics and former ACCC commissioner, Stephen King
  •   Australian Taxi Industry Association chief, Blair Davies
  •   Graeme Samuel, former ACCC boss and chairman of the Victorian Taxi Services Commission
  •   The Grattan Institute’s, Jim Minifie

Who is it talking to?

Not directly at Airbnb or Uber, more informing on the situation and the problems that can arise from sharing economy.




    • Who are the people who embody the different sides of this issue? On side is AirBnB and the Hosts and the other side is government officials and the tourism industry
    • Put a human face on it?  
      AirBnB CEO Brian Chesky

AirBnB Country Manager for Australia and New Zealand Sam McDough
Australian Hotels Association chief executive (CEO) Stephen Ferguson
Better: Carol Giuseppi CEO of Tourism Accommodation Australia

ATO deputy commissioner James O’Halloran
Richard Colbeck, Minister for Tourism

Ian Haines – AirBnB Host (
(Interview with ABC

      • Whose voice is excluded from the journalistic coverage of this issue you have uncovered so far? The Landlords of the building who don’t know their rooms are being rented out
      • What perspective is not well represented?  The landlords and community members who are against shared economy services
      • Who could speak for this side of the issue? The government officials in charge of regulating rental properties and tax regulations.  Local government members can speak on behalf of their community
      • What publication or news outlet would this story suit? Depending on what angle you take articles on this issue could appear in Lifestyle magazines or national newspaper publications such as the Age and the Herald Sun
      • Who is their audience? Community members who are both for and against the issue
      • What kind of media would you use to tell the story? You would use news articles
      • What and who would be your sources? The AirBnB country manager and the AHA CEO; also various government officials



      • Who are the stakeholders? Government officials, AirBnB, Hosts, community members for and against sharing economy, hotel business owners


  • How effectively are they communicating their position? AirBnB is not responding to the issue
  • Who is not communicating their position effectively?
  • Who is not represented? The landlords
  • What do they want to say? – formulate your communication message as a single statement USP (unique selling proposition) or SMP (single-minded proposition). These are different terms for the same thing.
  • Who do they want to say it to? – describe the target audience by thinking about demographic and psychographic profiles (more info week 9 seminar)
  • Where are they going to say it? – think about which media platform(s) your target audience would engage with.



    • Who are the stakeholders? – Airbnb, hosts who use Airbnb to make money, Government officials, Members of the community for and against its use, traditional tourism businesses
    • How effectively are they communicating their position? – Airbnb is ignoring issues present and simply offering their service to public, Government officials are meeting up/discussing the regulations surrounding it but not necessarily implementing anything (Federal Gov’t)
    • Who is not communicating their position effectively? – Airbnb has not commented however their position is fairly clear
    • Who is not represented? – the hosts who will lose vital profits if the service is made illegal
    • What does the stakeholder needs to achieve (objective)?  – Airbnb’s objective is to make a profit, the tourism industry hopes to regain their position in the tourism industry, Government hopes to maintain order and tax revenue levels
    • What does this stakeholder want to say (key messages)? – Airbnb wants to say that their service should still be used, presenting its benefits
    • Who do they want to say it to (target publics)? – Target public is both consumers who need to be reassured and also government who they hope to convince to change regulations
    • Formulate their key messages in a series of statements. How can they reach this public?  – The company has benefits to the economy, Offers a unique experience for travelers, is not against the law



    • Is any part of this issue particularly rich in source materials (media, persons) that could be used to tell the story?
    • How would you distribute the story?

Social Media, TV, Radio, Print media.

    • How is the choice of medium, materials and distribution reflected in the way you want to tell the story?
    • Are there ways to make this story relevant for a Melbourne context?

The Share Economy: Airbnb and tourism business disruption

To clarify: with our 4 proposals for below, should emphasis be on “sharing economy” rather than AirBnB?





  • AirBnB responding to the issue in press release (belonging to the Sharing Economy makes travel more accessible to those with lower budget)
  • The top AirBnB hosts in Australia
  • TAA launches campaign featuring “real Aussies” who are/could be negatively impacted by “sharing economy”. (Taxi Drivers, People who work in hotels, people who own small motels)
  • Event:



  • Roundtable discussion with the important players involved in the issue including; AirBnB Country Manager for Australia and New Zealand Sam McDough, Carol Giuseppi CEO of Tourism Accommodation Australia and Minister for Tourism Richard Colbeck
  • 20-to-1 style show about “most inconceivable things to happen in the share economy businesses (uber, airbnb)” featuring a combination of horror/success stories of real-life users. Eg. “I stayed with a celebrity in their home through AirBnB” or “My Uber driver intercontinentally kidnapped me”.



  • Tourism Accommodation Australia creating an ad that is against AirBnB by highlighting horror stories
  • Tourism Victoria using AirBnB to promote Melbourne’s inner and outer suburbs
  • “The Sharing Economy: Because everyone deserves to expand their horizons.” – sharing economy has ability to make travel more accessible by making it cheaper (AirBnB, Uber) (we could also do a campaign on how this would not only be beneficial for the economy by bringing in tourists, but from the position that it can improve australia by making citizens more worldly)



  • Angle on behalf of the Hosts and why they need AirBnB services to get an average income —>
  • “Collaborative Consumption: An assault to the economy or another avenue for bureaucratic control?” – Article based off interview with 2 oppositional major players in debate wherein both answer same(ish) questions.
    “Why does australia need the sharing economy?”
    “Why doesn’t australia need the sharing economy?”
  • Article discussing the hypocrisy of the victorian government in banning uber but supporting AirBnB- lack of clear contention regarding the shared economy.

Furthermore, Uber, Airbnb and other companies have had drastic effects on infrastructures such a road congestion and housing. Major cities such as San Francisco and New York City have become even more congested due to ride sharing. According to transportation analyst Charles Komanoff, “Uber-caused congestion has reduced traffic speeds in downtown Manhattan by around 8 percent”


Prof Comm Pitches

Media – Documentary

Working title – “What’s yours is mine”

Genre – Documentary

Rationale/Angle –

A report released in February has revealed that Airbnb had removed over 1,000 New York City listings in attempts to alter the data on a public report on its user base.

The report’s authors, Murray Cox and Tom Slee state that it was a “one-time targeted purge” designed to “paint a flattering picture” of the business after recent controversy surrounding the businesses tax regulation.

This listings cull served to create the illusion that 95 percent of Airbnb property owners had only one listing on the site.

The report suggests that the removal of listings was designed to combat the claims that the site knowingly profits off of landlords who rent multiple properties on the site as a way to skirt short-term rental laws.

This documentary will delve into the world of the economical black market, exploring the complicated facets of the sharing economy.

Outline –

What’s yours is mine: the reality of the share economy.

House sharing company, airbnb claims that the vast majority of their hosts are everyday people who have just one listing and share their space a few nights a month to help make ends meet.

The reality of this situation is that people are purchasing properties purely for profit, monopolising the economy and evading tax regulations.

Our documentary will look at four of the most popular and profitable listed properties available through AirBnB, relevant to the four following categories:

  • The highest rated property (relative to the “highest rating:number of guests” ratio)
  • The most profitable property per annum
  • The most expensive property per night
  • The most frequented property per annum

Through interviews with the owners of these properties, real estate and housing experts as well as other relevant figures, this documentary will explore the uses of these properties aside from AirBnB accommodation and the controversial ‘Whys?’ of the collaborative consumption and its effects on the economy.

Primary and Secondary Research: Specific research that backs up your idea

Project Illustration

  • Visual/audio material to illustrate the story or a written storyboard for a trailer, episode etc.

Requirements and Resources

Legal and ethical considerations → We have to be careful to film the documentary in a way that is not perceived as a ‘slander campaign’ because otherwise that puts at risk of AirBnB suing us for defamation.  We need to make sure that all the people we interview are comfortable with dealing their story and that they sign contracts allowing us to use their stories for commercial use. We also need to get clearances for any music, pictures, artwork etc. that we may use.  

  • Proposed Schedule → We believe that roughly it would take 3 months in the beginning to organise the logistics of filming the documentary, and receiving confirmation from the people we would ideally like to interview.  The actual filming of the content may take anywhere from 6 months to a year to film and edit. This time frame would also have to take into consideration the hosts  schedule, for example the house that is the most stayed at per annum will most likely have a busy schedule and it may be hard for them to fit us in.  
  • Rough Budget → We believe that roughly the budget would be $100,000, which would include the expenses for our film crew to stay in the AirBnB residences. However, as a compromise we could reduce our budget to around $70,000 which would not include actually staying in the residences.


PART 1: Strategy – your advertising pitch should address the following qs (wk 8)

  • Who is your client? Tourism Accommodation Australia. They are against the recent popularity of using share economy providers like AirBnB and have previously launched a campaign against the online short term accommodation providers with a submission that will go to federal, state and local governments inquiring into the share economy.
  • What do they want to say? When you are on holiday should be able to treat yourself, rather than staying at someone else’s ‘home’ and having to do chores e.g. Making beds, cooking dinner, doing the dishes, doing laundry etc.
  • Who do they want to say it to? Travellers. Through research we identified that main age groups that use AirBnB services are 16 to 24, 25 to 34 and 35 to 44 however it is fairly well used within all age groups over 16. . Therefore the ads will be targeted towards these traveller demographics.  { Interest in renting accommodation through services such as Airbnb worldwide as of May 2014, a. (2016). Interest in services such as Airbnb worldwide by age 2014 | Statistic. [online] Statista. Available at:  [Accessed 18 May 2016]. }
  • Where are they going to say it? Banners on flight websites. Due to the idea that most people look at flights before they look at accommodation, we would strategically target this audience by placing our ads on these flight booking websites.  


NOTE: consider the inclusion of a key ‘supporting evidence’ research finding/insight to substantiate each answer, as this will give your strategy a credible context

PART 2: Creative idea (wk 10)

  • Written descriptive narrative or key bullets points
  • In addition, storyboard for TV/video ideas (either key frame max 6 frames)
  • Basically, the objective  to present your idea clearly and simply

The advertisements we are suggesting are banners posted onto flight websites such as webjet and flight centre. They will be multiple different ads and each will depict travellers undertaking a different everyday household chores such as vacuuming, making the bed, unloading the dishwasher, handing out laundry, cooking and emptying the bins. This will be sped up in order to ensure that the lopped banner is short and sharp.

Following this action, a piece of text will pop up using the phrase “Holidays aren’t for housework”. The text will fade, revealing different slogans that represent and relate to the demographic of each service.

These slogans will include:

  • Hotel
  • Hang out in a Hostel
  • Unwind at an Inn
  • Take a break at a backpackers lodge
  • _ Motel
  • Relax in a Resort

Placing these on the different flight websites relating to the demographic being targeted in each will allow the you to encourage people to use traditional services before they even start looking at accommodation.

Fast forwarded scenes of people doing chores.

(making a bed) (unloading a dishwasher) (hanging out laundry) (vacuuming) (cooking)

(emptying the bins)

Holidays aren’t for housework.

Hang out in a Hostel

Unwind at an Inn

Take a break at a backpackers lodge

Relax in a Resort


TAA press release: ‘Airbnb needs to be seen for what it is- an unregulated operation that supports neither jobs or the economy’

  • A press release produced by TAA indicating its aversion to Airbnb due to its implications on the economy, particularly the tourism industry. TAA expresses the need for regulation as Airbnb currently does not meet necessary obligations imposed on the traditional tourism industry.

Hotel Management article: ‘TAA: hotels need to ‘fight back’ against Airbnb’

  • An article released by Hotel Management that outlines TAA’s stance regarding Airbnb. The article indicates that TAA believes that the hotel industry needs to ‘fight back’ against Airbnb due to the regulation discrepancies.


Why does the ad need to be made?

TAA represents the needs and interests of operators within Australia’s accommodation industry, in particular the traditional hotel industry. Therefore, the TAA views Airbnb as damaging to the hotel industry and would consequently be motivated to produce an advertisement that deters travellers from using Airbnb and to opt for a traditional form of accommodation.

Supporting evidence:

In order to support this claim we sourced a number of examples of evidence for the motivation for the TAA to produce such an ad. This includes a press release produced by the TAA titled ‘Airbnb needs to be seen for what it is- an unregulated operation that supports neither jobs or the economy’, an article by Hotel Management titled ‘TAA: hotels need to ‘fight back’ against Airbnb’ and also the twitter account of the TAA.  All of which indicate the TAA’s aversion to Airbnb due to its implications on the economy and the tourism industry. Also all examples of supporting evidence indicate the TAA’s criticism of the regulation discrepancies between Airbnb and traditional hotel businesses, which would also be a motivating factor in producing such an ad.