Edward William Joel Caulker’s Post

Today’s *Musical Minute* serves as a reflection of the global events currently portrayed in the media. It invites us to consider a fundamental question: What is happening in the world today? More crucially, what solutions can we pursue in response to these challenges? The composition is characterised by a complex layering of contrasting elements, mirroring the tension and uncertainty of our times. What revelations might follow? What is your perspective on these developments?

Today, we came together to recognise the importance of checking in with each other – from staff to students, in workshops, collaborative projects, bump-outs, bump-ins, musical theatre tunes, and movement classes. We started the day with a staff morning tea and wrapped it up with a cupcake drop to our hard-working students, reminding everyone how vital it is to ask the question, RUOK? In the creative industries, storytelling is at our core. It’s not just about telling the story, but asking the right questions to ensure those stories are told with depth, understanding, and authenticity. Let's keep the conversation going – in our classroom, in our rehearsals, and on our stages. Learn more: https://ruok.org.au/

Iconic. For years, Airbnb has been redefining brand activation and brand partnerships by opening the door for guests to literally live inside brands that shape culture and personal identities. Not simply an alternative to a hotel stay, they consistently tap into what it means to really live (even if for only a day) in a completely different world. And now delivering more extraordinary experiences hosted by some of the most iconic people and moments in music, film, TV, art, sports, and beyond. The true power of experience - and a real sense of FOMO (if they kids are still saying that) on display that puts the Airbnb brand and their distinctive offering in the spotlight with some major borrowed equity. Floating away in the UP House, Hanging with Kevin Hart, and living in the clock of the Musee d'Orsay are my favorites at first glance (Purple Rain honorary mention), but I know there will only be more to come because Airbnb knows how to play the long game with this institutionalized, winning brand behavior. What iconic experience would you choose? What do you want to see next? #experiential #brandactivation #brandbreakthroughs #marketingagency

Airbnbs Experiences-focused summer product release will give 4,000 lucky winners the chance to enjoy some truly unique experiences from a living room session with Doja Cat, to a night in the Ferrari Museum. Beyond an incredible marketing activation, what could this mean for the future of AirBnB experiences? Travellers today crave unique experiences. Research from Get Your Guide showed 95% of travellers prefer to spend at least part of their trip on new and unique experiences. The nature of AirBnB experiences, led and operated by locals, rather than well-known experiences brands, provides exactly that originality. However, there have been question marks over the scalability of this approach and achieving the required density of product to serve travellers across the 220 countries it operates in. With AirBnB operating these headline experiences on a competiton bases, will Icons purely be a marketing play? or a notable step in an evolving strategy for AirBnB who have what it takes to be the biggest operator of experiences?

Creative professions are dominated by people from the wealthiest backgrounds in this country 👎 Working class people are struggling to access the institutions that help people carve out a successful creative career in TV, Film, Music and more. Our research outlines several measures to help widen access to the industry 👇 https://buff.ly/4hJVd1O Join our webinar on this issue on 4th December: https://buff.ly/4fUpyJf

Tuesday Thoughts: How different things feel already. A new gov't means new possibilities for what arts/theatre can say about what it does. 'World class', 'life-changing', 'connecting communities' etc etc etc But is this language inclusive enough? Do words like 'excellence' bring us together or strike fear in those of us for whom excellence is the only option? How do we use the opportunity to find a new language that takes into account that many people aren't looking for arts/theatre to change their lives but to share our lives? If there's one word/phrase we should let go of as we say 'hello' to new possibilities, what would it be for you?

As financial management and CFO service providers for nonprofits including arts organizations, we understand how critical it is to adapt to these shifts and leverage opportunities for growth. Are your subscription strategies aligned with these trends? Let’s talk about how we can help your organization stay financially strong and sustainable in an evolving industry! #ArtsOrganizations #FinancialManagement #PerformingArts #SubscriptionRevenue

Airbnb has created a new category called Icons - a list of experiences either free or under $100 - to some of the most unique stays/experiences, tying up with big-name celebrities and franchises. They have been testing similar experiences for a while, such as the Barbie Dreamhouse and Seth Rogen’s Houseplant retreat, and they are now doubling down on this strategy by creating an official category for it. While it doesn’t make sense from a financial perspective of increasing revenue directly, it sure is an effective marketing strategy to attract new segments to Airbnb, such as fans of franchises and celebrities who will check out Airbnb due to this press release. Additionally, the selection process for choosing guests creates a sense of exclusivity. Furthermore, Airbnb could use the data to assess if there is a viable market for high-end experiences based on pop-culture, potentially raising prices to more sustainable levels in the long run. #airbnb #marketing

Airbnb gets it and they know how to surprise and delight their consumers. I have been consulting for their luxury department in the pst five years and I can confirm that they do have access to some of the most unbelievable and unique places before they get mainstream. How can we learn from this? • 🧞♂️Unique Offerings: Airbnb’s “Icons” include standout experiences like a stay in the Ferrari Museum—combining travel with #UNIQUE & LOCAL culture. • 💎#PREMIUM Positioning: Moves Airbnb beyond just budget stays to high-end, exclusive experiences. • 👯♀️#Brand DIFFERENTIATION : Sets Airbnb apart in a saturated market by focusing on unique, CURATED experiences that are more than just accommodations. • 🌍Market EXPANSION: Attracts travelers interested in luxury or one-of-a-kind stays, potentially increasing average earnings per booking. • 👌#QUALITY Focus: Ongoing updates improve user experience by ensuring reliable stays and reducing host cancellations, boosting customer trust and satisfaction . They are basically able to dream, and find ways to let people dream with them. A fun and clever way to create excitement 🌟

Unequivocally, IMHO, the MOST exhilarating launch in the hospitality space this year by Airbnb. The 30-minutes long announcement video introduces 11 icons that provide unique immersive experiences. These Icons span from pop culture to pop music to movie franchise and tap into the upcoming Olympics and nostalgia. Ultimately, these magical experiences toy with our curiosity, imagination and fascination. Airbnb is disrupting the experiential travel category with Icons. The offering casts such a wide net, whether you are Gen Z or a suburban family of four with a dog, I would be shocked if you don't find one or two experiences appealing. This definitely goes into the list of "I wish I am a part of the design team". #experientialtravel #Xmen #Olympics2024 #innovation #immersiveexperience