Brand positioning
Copywriting and content strategy for new HomeAway brand messaging framework
This isn’t the sexiest work you’ll see, but it’s important. As part of HomeAway’s brand messaging framework, I worked collaboratively with my ACD to write over 60 new value propositions across 15 categories. After extensive customer testing, this work became the backbone for HomeAway’s competitive differentiators and was used across our family of brands to tell the HomeAway story to potential partners.
Below is a small sample of the brand promises that were tested and validated with HomeAway customers. This work was just a part of the larger testing project, which also tested value propositions for our travelers as well as our tagline, mission statement, and brand purpose.
Team: Vrbo Creative Department
