Let’s Do Together Together – Vrbo | Clapboard Ad Archive

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Let’s Do Together Together - Vrbo | Clapboard Ad Archive

Let’s Do Together Together from Vrbo, created with Fortnight Collective, marks a strategic pivot in travel and leisure marketing by centering the hospitality conversation on hosts themselves, not simply the homes they offer. Responding to shifts in traveler behavior, where families increasingly seek vacation rentals for authentic group experiences, the campaign places real Vrbo hosts and their actual properties at the heart of its storytelling—delivering a broadcast campaign consciously designed to humanize, demystify, and elevate the host community. Eschewing celebrity endorsements or scripted testimonials, the films employ documentary-style realism, revealing the care, detail, and personality that hosts pour into their spaces, and differentiating Vrbo by showing not just where travelers stay but who makes those stays exceptional. Through this focus, the campaign reframes the host as a central figure in the guest journey, inviting prospective hosts to imagine themselves in these aspirational yet relatable roles. This approach amplifies Vrbo’s commitment to building genuine connection: it speaks directly to both sides of the marketplace by portraying hosting as accessible and rewarding, challenging the transactional narrative common to global platforms and emphasizing instead a shared ethos of warmth and togetherness. Vrbo’s creative strategy leverages what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, with the user profile elevated as both the protagonist and the invitation; this taps directly into evolving traveler values for trust, locality, and personal touch, setting the brand apart in an increasingly experience-driven hospitality sector. The campaign’s reach is reflected in strong viewership numbers, with its leading video asset crossing the 1.8 million mark, signaling both the resonance of its narrative and the broad relevance of its message in a crowded travel marketplace. The campaign earns 63/100 in Clapboard’s global creative archive. At a time when platform differentiation and authenticity are table stakes, Let’s Do Together Together demonstrates that championing the people behind a brand can create fresh emotional distinctiveness in even the most mature categories.

Credits

Client

Vrbo

Agency

Fortnight Collective

Chief Creative Officer

Adam Chasnow

Creative Director

Yo Umeda

Art Director

Anna Delaney

Copywriter

Kat Worrall

President

Devin Reiter

Sr Brand Director

Jessica Welander

Sr Brand Manager

Trevor Blum

Producer

Maresa Wickham, Carl Swan, Lizzie Schwartz, Tony Cantale, Nancy Finn, Carrie Fleming, Norm Felker, Andrew Manning, Sharon Cha, Caitlin Forrest

Production House

Community Films

Director

Pam Thomas

Head Of Production

Chris Spanos

Category Mind Map

48%

The "Let’s Do Together Together" campaign by Vrbo, developed in collaboration with Fortnight Collective, seeks to reposition the brand through a host-centric narrative, emphasizing the personalized care and attention hosts invest in their vacation rentals. The core proposition challenges traditional accommodation models by presenting Vrbo not merely as a platform for places to stay, but as a community where hosts create "homes away from home." By showcasing real hosts in their actual properties, the campaign underscores authenticity and the emotional value of togetherness, tapping into travelers' growing desire for meaningful, shared experiences. From a market strategy perspective, the campaign leverages a dual insight: the increasing preference among families for vacation rentals over conventional hospitality options and a growing appreciation for localized, genuine interactions during travel. Targeting both potential guests and current/aspiring hosts, Vrbo positions itself as more than a transactional service, highlighting hosts’ roles as caretakers who enhance travel authenticity. The creative angle—using documentary-style storytelling and real hosts—differentiates Vrbo in a crowded travel market by focusing on community and connection rather than product features alone. This approach intends to deepen brand loyalty by elevating the host-guest relationship, while simultaneously expanding the host network by encouraging participation through a heartfelt invitation to “list yours today.” Collectively, the campaign aligns Vrbo’s brand identity with evolving traveler values centered on trust, warmth, and togetherness, reinforcing its relevance in the leisure travel landscape.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This Vrbo campaign fits the Associated User Imagery format because it features real hosts in their actual vacation homes, highlighting the care and personal touch they bring to their rental properties. By spotlighting relatable real hosts—rather than using fictional stories, overt demonstrations, testimonials, or celebrities—the campaign invites prospective hosts to see themselves in these roles. The focus is on authentic user profiles, aspirational yet attainable, encouraging viewers to become Vrbo hosts themselves by showing a community they could realistically join. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Airbnb – Market Positioning Airbnb positions itself as the go-to global platform for unique, authentic travel experiences and diverse accommodations, including homes, boutique stays, and local experiences. It emphasizes community connection, inclusivity, and local immersion, appealing to travelers seeking personalized and culturally rich stays beyond traditional hotels. 2. Booking.com – Market Positioning Booking.com offers a vast inventory of accommodations, ranging from hotels to vacation rentals, emphasizing ease, variety, and competitive pricing. Its strong global presence and user-friendly platform focus on convenience and broad choice, catering to both business and leisure travelers looking for reliable options. 3. HomeAway – Market Positioning HomeAway, now integrated with Vrbo under Expedia Group, initially differentiated by focusing exclusively on whole-home vacation rentals suitable for families and groups seeking privacy and space. It emphasizes comfort and the feeling of a "home away from home," targeting travelers prioritizing long stays and residential-style accommodations. 4. Expedia – Market Positioning Expedia is a comprehensive online travel agency combining flights, hotels, car rentals, and vacation packages with vacation rental options. It leverages bundled deals and loyalty programs to appeal to cost-conscious travelers wanting a one-stop-shop for travel planning and value-driven choices. 5. TripAdvisor Rentals – Market Positioning TripAdvisor Rentals leverages the expansive TripAdvisor community and review ecosystem to provide trustworthy vacation rental listings. It differentiates by integrating user-generated reviews and travel advice, targeting informed travelers who prioritize peer insights and comprehensive trip planning support.

Q: What is Let’s Do Together Together about? A: Let’s Do Together Together is a 2021 campaign from Vrbo, developed with Fortnight Collective for the US travel and leisure market. The campaign centers on celebrating Vrbo’s hosts by featuring real people in their actual vacation homes, marking the brand’s first host-facing broadcast effort. Through a series of film assets, the campaign highlights the care and attention hosts invest to create welcoming, home-like environments for guests, positioning Vrbo as a platform that fosters genuine connections and togetherness within its global community. Q: What creative device does Let’s Do Together Together use? A: Let’s Do Together Together employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This approach spotlights real Vrbo hosts in their own properties, presenting authentic and relatable user profiles that the target audience can identify with or aspire to join. By eschewing fictional narratives, overt demonstrations, or celebrity endorsements, the campaign leverages documentary-style storytelling to build credibility and emotional resonance, inviting viewers to see themselves as part of the Vrbo host community. Q: What is the campaign proposition for Let’s Do Together Together? A: The strategic proposition of Let’s Do Together Together is to reposition Vrbo as more than a booking platform by emphasizing the personal care and hospitality that hosts bring to vacation rentals. Aimed at both travelers and prospective hosts, the campaign underscores the value of authentic, shared experiences and the sense of belonging that comes from staying in a true home away from home. This narrative responds to shifting traveler preferences for meaningful connections and positions Vrbo as a community built on trust, warmth, and togetherness within the hospitality and tourism sector. Q: How does Let’s Do Together Together rank in Clapboard's archive? A: Let’s Do Together Together holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance within the travel and hospitality category. Q: Who are the competitors in Vrbo's category? A: In the vacation rental and travel market, Vrbo competes with Airbnb, which is known for unique, authentic stays and a focus on community connection; Booking.com, which emphasizes convenience, variety, and competitive pricing across a broad accommodation inventory; Expedia, offering bundled travel services and value-driven options for cost-conscious travelers; and TripAdvisor Rentals, which leverages its review ecosystem to appeal to informed travelers seeking trustworthy vacation rental listings and comprehensive trip planning support.