Case Study

VacationSpot.com
Product Launch

The online start-up VacationSpot.com, powered by Hotels.com, was launching its vacation rental booking web site. According to Hotels.com, VacationSpot.com parent company, revenue growth of vacation rentals was outpacing hotels by as much as 20 percent. VacationSpot.com needed an agency to create awareness of the service among travel reporters and educate consumers about the benefits of vacation rentals.

The Powell Group set out to generate awareness of VacationSpot.com and garner media coverage for the new brand. Creativity was used to develop story ideas and pitches, such as “Top Myths and Misconceptions About Vacation Rentals” to educate consumers. In addition, a VacationSpot.com spokesperson was pitched to local and national syndicated travel radio shows, as well as regional talk radio stations.

More than 60 targeted media outlets including Chicago Tribune, The Dallas Morning News, Miami Herald, San Diego Union-Tribune, Travel Agent and Travel Weekly covered the launch in its first week of operation. The Powell Group was successful in securing more than 100 targeted placements in major long lead and daily publications as well as online media and more than 20 interviews on targeted national and regional radio shows. Combined, the broadcast and print media relations efforts generated more than 48 million impressions. Today, VacationSpot.com is the market leader in vacation rental sales.

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