Vacation rental platform Vrbo is taking a new approach to its marketing. In a new campaign created with Colorado-based agency Fortnight Collective, the Expedia Group brand puts the spotlight not on its properties, but on the homeowner hosts who make those properties so welcoming.
The new series of video ads center on the theme, “Let’s do together, together."
In one, a host carefully cleans and arranges his sparkling white and light wood beach house as crisp, blue waves crash behind him. “I know this view is too good not to be shared,” he says, temptingly.
In another, a towering home rests lakeside in a mountainous region. Cabin decor and a stunning stained glass window depicting a deer make for a cozy vibe. A plate of s’mores next to the fire pit look irresistible. “I have the ability to help people escape reality--at least for the next week or so,” says the host.
Those seeking a more rugged escape might find a home hidden among the evergreens more seductive. The home’s sharp minimalism mixed with warm woods and bird-watching tools combine the best of rustic and modern design for vacationers not prepared to fully rough it. “I can make an indoorsy person, outdoorsy,” promises the homeowner.
“This campaign was an opportunity to showcase how much care each Vrbo host brings to their rental homes,” said Adam Chasnow, chief creative officer at Fortnight Collective, in a statement. “By putting real hosts front and center, we were able to let them tell their own stories and show what exactly makes Vrbo’s community so strong.”
Danny Parker, global creative director at Vrbo noted that the brand's ads, until now, have typically centered on "moments of family togetherness that happen on vacation in a Vrbo. But for this campaign, we wanted to honor our amazing hosts who make those moments possible."
The ads will run across broadcast, digital and social platforms. Those looking to stay in the featured homes can find more information on each host in Vrbo’s corresponding blog post.