Integrated Campaign
Homeaway – Owner Testimonial Campaign
Homeaway (now VRBO) are Expedia’s premium home rental holiday brand and as such attract a more discerning holiday maker that appreciates the extra level of care.
The challenge
Create an urban focussed campaign to attract homeowners to list either their primary or secondary home on our platform.
The Approach
Facing the blockers that hold people back from listing their home head on, we sought first hand experiences that reassure those concerns and in fact show the many positives and flexibility this gives. Initially in 2 London boroughs, then based on the results and insights gathered, this property acquisition campaign is to be rolled out through key European cities. Targeted location based display and social ads plus borough focused Direct Mail Drop
The result
33 % increase in properties listed in these areas within 3 months. Interviews and content creation in key EU countries, with Paris the next location.
