With the rise of online holiday home marketplaces, there is a growing need for Inland Revenue to help operators understand their tax obligations from income generated through short term rentals.

The main objective of the campaign was to engage with people who earn income from short term property rentals and help them understand if they need to pay tax on their rental earnings – and how best to do that.

A digital media approach was selected for this campaign as the audience has a strong online presence; however targeting them specifically was challenging as there were very few ways to directly reach and identify them online. Therefore, channels were leveraged in order to reach the audience in environments where we knew they would be operating and/or based on their online interests as it related to their potential rental income.

Campaign engagement was strong, delivering a high number of new users to the Inland Revenue website for more information. Here is an example of the creative GSL Promotus developed for the campaign.