In a bold move aimed at redefining the vacation rental experience, Vrbo debuted a new creative campaign this month to set itself apart from competitors in the category it pioneered nearly 30 years ago.

Founded in 1995, Vrbo now boasts more than 2 million private vacation rentals worldwide, providing homeowners and professional property managers with a trusted platform to rent second homes and vacation properties in sought-after leisure destinations. While competitors have entered the market over the years, Vrbo has remained dedicated to providing travelers with consistent and reliable vacation rentals. Unlike other brands that promote couch surfing or room sharing, Vrbo exclusively offers private vacation rentals, ensuring that guests never have to share space with hosts.

The campaign, titled “Meanwhile at a Vrbo,” features four :30 films, out-of-home displays, and social executions on TikTok and Instagram. Developed in partnership with Wieden+Kennedy Portland, the campaign highlights key competitive differentiators for the brand, including One Key, the first loyalty program from a major vacation rental brand, 24/7 live customer support, and transparent pricing.

Each film portrays the unexpected experiences travelers encounter at other vacation rental brands, juxtaposed with the comfort and freedom offered by Vrbo properties. For example, “Small Talk” portrays guests navigating an awkward encounter with an overly chatty host, while “Rooster” depicts a hobby farm that falls short of expectations. In contrast, Vrbo’s quality inventory is showcased in each film, featuring real homes where guests can truly relax and enjoy their vacation.

The campaign films debuted during high-profile events including NFL championship games, the Grammy Awards, and the Super Bowl pre-game show. Vrbo® plans to sustain the momentum with targeted out-of-home displays and social media campaigns throughout February and March. In March, the brand will also unveil its annual list of the best Vacation Rentals of the Year, featuring top homes from around the world.