Vrbo “This is Why” Campaign

Concepting and copywriting for supply acquisition umbrella campaign

CHALLENGE: Supply acquisition creative doesn’t have a consistent look and feel to assets across campaigns and regions. We’d like to find some creative efficiencies instead of starting from scratch for every project.

SOLUTION: An umbrella campaign helps create consistency across global supply acquisition marketing efforts while still allowing flexibility for special cases. The winning concept was chosen because it leverages some of our brand’s greatest assets and advocates — our partners. The message is highly aspirational, summed up by the new tagline “Your rental. Your goals. Your way.”

HOW I HELPED:

• Collaborated with supply acquisition art directors and writers during discovery and concepting phases

• Copywriting for all concept work — iterate until it’s right!

• Creating interview questions and conducting phone and on-camera interviews to capture partner stories and testimonials (ongoing)

• Maintaining a testimonial database that maps to Vrbo’s main value propositions: Earn, Security, Flexibility, and Control

Team: Vrbo Creative Department