Make it a VRBO

My partner Ben Bliss and I led the repositioning of VRBO after the brand's creative work was brought largely in-house. Operating with a fraction of Airbnb's media and production budget — and with TV off the table entirely — we had to punch above our weight. We approached it like a challenger brand: launching a national OOH campaign across the country's major markets with provocative lines anchored to a campaign platform designed as a direct call to action. It turned a few heads — including Airbnb founder Brian Chesky's.

What’s the best place for a brand to put a billboard? On top of its competitor’s HQ.

We worked with our media team to find OOH placements aggressively close in proximity to Airbnb's HQ. They nailed it.
Airbnb’s founder posted it on his Instagram, the WSJ ran an article about it, and some startup copied it word-for-word.

In fact, Brian Chesky unknowingly became our earned media influencer. Thanks, Brian.

ACD Writer: Reilly Schlitt
ACD Art Director: Janice Shang
Photography CD: Audry Viola
GCD: Ben Bliss
GCD: Matthew Pullen

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