A Buzzy, Breakthrough Activation
Expedia’s Vrbo wanted to drive awareness of its ski resort-area vacation rentals among families and other big groups–and needed to get traction long before a flake ever fell. Generating momentum early was critical because rental homes are often listed on multiple vacation rental platforms. Vrbo wanted to pre-empt competitors and drive traffic to its marketplace first – especially for high-end slope-side properties. 360PR+’s challenge was to drive coverage, interest and traffic at a time when snowy adventures weren’t yet on media’s and consumers’ radar. The campaign needed to work hard, the brand having set aggressive KPIs for ski inventory visits on its app and website.
360PR’s ”Vrbo Win The Mountain” campaign was the stuff of a skier’s fantasy gone real: a chance to book a private, ski-in, ski-out home for their posse and get the entire resort to themselves. At the core of our integrated campaign: an exclusive listing on Vrbo of a slope-side home and private day of skiing at Utah’s Eagle Creek resort. We announced the listing a week prior its going live to book, driving a groundswell of coverage. A full gallery of family ski homes posted on the same page made additional ski inventory can’t-miss.
Generated 280M+ high-quality, brand-centric impressions over a seven-day period, each with links to the property and ski home gallery 37K+ site visits to the listing and gallery were attributed to coverage: nearly 4x goal of 10K visits. Classified by Vrbo’s senior marketing leadership as a contributor to 3% growth in unaided brand awareness during monthly measurement period. Once the listing when live, booking requests for the “Book the Mountain” home averaged 3,500 per second.