The Blueroom Project for HOMEAWAY

HOMEAWAY

HOMEAWAY

GLOBAL RECORD PR RESULTS SINCE 2014

 

COMMUNICATION CHALLENGES

To increase the awareness of the vacation rental industry and position HomeAway as the leader. Strengthen HomeAway relationship with major industry players apart from media, such as government and associations in Spain.

 

STRATEGIC APPROACH

Since 2014, Blueroom has established a strong integrated PR plan supporting the different brands belonging to HomeAway present in Spain, including HomeAway.es, Homelidays.es and TopRural.com.

 

MEDIA RELATIONS

At the core, Blueroom media relations focuses activities such as press releases distribution and direct pitches. In addition to content typically requested by the media (occupancy data, rates data, destination’s trends), the agency planned a calendar with different creative themes (hooks) to distribute a selection of houses around a variety of topics (houses with a fireplace for Valentine’s Day, homes with an infinity pool for summer, close to the itinerary of parades in Carnival, etc.). Programs were also targeted lifestyle and consumer travel media.

Along with the daily activities of the press office, Blueroom has managed several individual press trips with key journalists as well as group press trips. Moreover, the agency is in charge of arranging interviews proactively with key spokespersons of the company.

 

MEDIA RELATIONS-EVENTS

In an effort to create longer term, more congenial relationships with journalists, Blueroom has developed a number of events in a relaxed atmosphere to facilitate better networking such as after work activities, cooking classes, etc.

 

SPECIAL PROJECT

At the core of our relationship with Homeaway has been the creation of an annual barometer to analyze the current situation of the vacation rentals industry in Spain, overall and breaking outs key inbound regions (Catalonia, Valence, 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 amountof coverage but also as an effective tool to negotiate with regional governments regarding regulation. The survey questionnaire, the report and the press conference to media leverages a partnership with the Salamanca University, one of the most prestigious universities in Spain.

 

MAIN RESULTS

After the US (which is where HomeAway is based), Spain has consistently received the next highest level of press coverage.

The barometer (Spain and the region editions) generates an average of 200 cuttings annually, reaching and audience of 31 M. Based on the success in Spain, HomeAway plans to implement this project in other markets starting with Italy.

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