CHALLENGING THE
NORMS OF TRAVEL

Global vacation rental company (HQ in Austin), HomeAway VRBO was the first to market with a 5 year headstart but lost its global leadership to Airbnb in 2013. In 2014, they hired us to transform and relaunch the brand. HomeAway VRBO was outspent by 19x VS Airbnb. Yes, 19x. So disruption was not a choice but a necessity.

A global study revealed people don't book holidays to get away, they book to get away from other people. While Airbnb and hotels sold "shared" experiences, HomeAway only listed whole properties. No sharing. No strangers.

Our brand strategy defined the purpose as “We Champion Whole Holidays” and made HomeAway famous for taking on the sharing economy... asking the world why anyone would share their vacation with strangers.

Explore our approach to brand strategy

-Overtook AirBnB in five major markets

-HomeAway was subsequently acquired by Expedia for $3.9BN

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