HomeAway VRBO:
Global Brand Strategy & Creative Campaign

HomeAway VRBO had lost its global leadership to Airbnb and was being outspent 19 to 1. We needed to reposition and relaunch the vacation rental brand, giving it a distinctive reason to choose HomeAway in an increasingly competitive travel market.

Global research revealed a powerful tension: people wanted holidays to get away from other people. Unlike Airbnb and hotels, HomeAway offered entire properties with no sharing and no strangers.

We turned this into the global brand platform “We Champion Whole Holidays”, challenging the sharing economy through global campaigns, partnerships and fame-driving stunts.

-Overtook AirBnB in five major markets

-HomeAway was subsequently acquired by Expedia for $3.9BN

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