Problems
Travel inspiration content is abundant, but much of it is generic and not tailored to specific audience needs. For families, travel decisions involve additional layers of planning, safety considerations, and activity variety.
Vrbo needed content that would:
• Inspire destination interest among families
• Highlight experiences specifically relevant to traveling with children
• Strengthen emotional connection with the brand
• Encourage progression from inspiration to booking
The challenge was to balance cinematic storytelling with strategic intent, ensuring the content was both engaging and conversion oriented.
Solutions
I led the development of a family centered city guide series that positioned Vrbo as the ideal partner for family travel.
Each video was designed around real experiences families could enjoy together, showcasing attractions, local culture, outdoor activities, and practical considerations that matter when traveling with kids. The storytelling emphasized connection, comfort, and shared experiences rather than generic tourism highlights.
From a strategic perspective, the structure of the videos supported the funnel journey. The first portion captured attention through immersive visuals and relatable family moments. The middle sections provided practical value by highlighting activities and neighborhood insights. The narrative consistently reinforced the benefits of staying in a Vrbo property, including space, privacy, and convenience for families.
As creative lead, I guided the narrative approach, visual language, pacing, and tone while managing production operations to ensure consistency across markets and cities. The medium to long form format allowed for deeper engagement and higher storytelling quality compared to short form social clips.
