VRBO

Global record PR results since 2014

CHALLENGE

SOLUTION

Blueroom has established a strong integrated PR plan supporting the different brands belonging to VRBO which are present in Spain, with a press office, including a wide range of activities from press releases, pitches, interviews, press trips, events, etc.

The top project developed by the agency for VRBO has been the creation of an annual barometer to analyse the current situation of the vacation rental industry in Spain, overall and breaking out key inbound regions (Catalonia, Valencia, Andalusia and Balearic and Canary Islands). This report covers the main aspects of the sector and has been useful not only to generate a huge amount of coverage, but also has acted as an effective tool to negotiate with Regional Governments regarding regulation.

RESULTS

After the US (VRBO Headquarters), Spain has consistently received the next highest level of press coverage.

TheVRBO Spanish Vacation Rental Barometer (Spain and the Regional editions) generates an average of more than 200 cuttings annually, reaching an audience of 31 M. Based on the success in Spain VRBO is implementing this project in order to open other markets starting with Italy.

“Family Friendly Destinations” activation was launched in 2018 and has been maintained in 2019, getting earned coverage in key media such as Viajes National Geographic, 20 Minutos, Cadena Ser and several regional media. Moreover, it has been selected as one of the best communication campaign in 2019 by Top Comunicación y RR.PP.