Display Media
VRBO is a premium home rental holiday brand with strong leading competition from Airbnb.
At VRBO I led a full rebrand from Homeaway and other legacy brands.
One part of this was to create a new set of responsive display ads.
The challenge
I wanted to appeal to people’s hobbies and activities they love most rather than just cost and value as we had previously done.
The Approach
We looked at the data for popular reasons to get away and conveyed this in an emotional tone.
We used 2 week sprint frequencies to test and learn to refine both the messaging, imagery and design.
The result
Display assets that performed better than the usual value for money proposition. High performing responsive ads that are relevant to the desires and interests of the viewer. The design was also an easily adaptable template for up coming seasonal campaigns. We kept clear brand consistency and style whilst also able to dial up or down the value for money/emotive balance in the messaging based on performance.
