VRMA's Greatest Hits: 2012 Edition
Since last year's Annual Conference, the VRMA's PR team secured coverage for the association and its Discover Vacation Homes initiative valued at more than $1.42 million, garnering publicity that reached more than 319.4 million people as measured through the combined print circulation, unique monthly online visitors and broadcast households.
32 VRMA members received direct
publicity, with some having been spotlighted in multiple articles along the
Our PR campaign also won its third Adrian Award in three years from the Hospitality
Sales and Marketing Association International (HSMAI), this time for
the extensive New York Times article cultivated in 2011,
"Grabbing Vacation Rental Deals" - a terrific measure of success for
the association’s ongoing "Discover Vacation Homes" PR initiative!
Of course, the best measure of a successful PR
campaign is affecting vacation rental professionals’ bottom lines. Stays with
vacation rental professionals are currently booming, and nationally, bookings
grew more than 30% in August vs. the same time last year, and
bookings over the next six months already showing a more than 19% climb.
Here are this year’s top coverage highlights:
Frommer’s Budget Travel Magazine: "Ready to Try a Vacation Rental?”
and tips recommended by VRMA PR team, and features an infographic with a
variety of vacation rental trends / statistics attributed directly to the VRMA’s Discover Vacation Homes initiative.
Washington Post and Tribune Media Syndicate: "New Confidentiality
Clauses Can Influence Vacation Rental Reviews”
insights from VRMA President Steve Trover. Syndicated online and in print to
publications like the Chicago Tribune, Elliott.org, Seattle Times,
Frommers.com, Orlando Sentinel and more.
Money: "20 Ways to Save on
rentals for more travel savings and amenities than other lodging options, and
links to info, tips and recommendations from VRMA’s Discover Vacation Homes
Press: "Fans’ Rite of
Spring: Sun-Seeking Baseball Trips”
rentals in spring training destinations, including link to
DiscoverVacationHomes.com. More than 133 online syndications reported,
including CBS Money Watch, ESPN.com, SportsIllustrated.com, USA Today, ABC
News, Yahoo! News and more.
Huffington Post: "World's 11 Wildest, Most Interesting Vacation Rentals”
Included mention of VRMA’s growth
data and a direct link to
Lowe’s for Pros (Canada): "How to Make Your Vacation Property More Marketable”
Worked with writer to secure quotes from VRMA President Steve Trover, as
well as two VRMA-member vacation rental professionals in Canada, on the website
– written for Lowes’ commercial customers in Canada.
Articles - National Geographic Traveler’s "Intelligent Traveler” Blog:
from VRMA-supported "Away is Home” journey across the country by travel
journalist Christopher Elliott and family.
- "The Pros + Cons of Historical Vacation Rentals"
- "24 Hours in St. Augustine"
- "The Other Side of Anna Maria Island"
- "Getting Lost on Florida's 'Forgotten' Coast"
- "Sweet on Savannah: Traveling with Kids"
- "Where are America's Best Bears? You Tell Us."
- "Where are America's Best European Villages?"
- "24 Hours in the Outer Banks"
Articles - The Huffington Post:
VRMA-supported "Away is Home” journey across the country by travel journalist
Christopher Elliott and family.
- "Would You Stay at a Historical Vacation Rental?"
- "Finding the Bear Capitol of America"
- "A European Village in America?"
Note: You may find that certain articles resulting
from VRMA’s Discover Vacation Homes initiative resonate with you as a
hospitality professional. Feel free to link to these stories on your websites,
share them via social networks, send to owners, etc. to help your audiences
understand the benefits of professionally managed vacation rentals!
Press Releases: Telling Your Story
www.DiscoverVacationHomes.com Press Room is intended to provide journalists
with information and resources, but it also contains a broad range of content,
which may be used as a free resource for VRMA members. These releases, FAQs,
planning tips and more can be great tools for marketing and publicizing your
own business, and the professional vacation rental category as a whole. Get
familiar with the various elements and you’ll find you return to the Press Room
time and time again as a truly valuable resource!
- Here They Grow Again: Research
Confirms Vacation Rental Industry’s Rapid Rise Within the Lodging Sector: Shared with writers the latest
vacation rental industry growth numbers, according to the Ypartnership/Harrison Group 2011
Portrait of American Travelers(SM) (September 28, 2011)
From Fall Foliage to Coastal Charms,
Autumn Abounds with Vacation Rental Values: Features fall travel
enticements and specials from VRMA members, providing seasonal travelers
with reasons to discover vacation homes away from home in top locales
(October 3, 2011)
Rental Industry Gets in the Game with Milestone Annual Conference: Key announcements made during the vacation rental industry’s 2011
Annual Conference, which reached a milestone as one of the largest events
in its 25-year history (November 3, 2011)
Pegasus Solutions and the Vacation
Rental Managers Association to Transform Online Vacation Rental Market in
2012: Shared with
writers the latest information on our partnership to launch a
groundbreaking Vacation Rental Switch (VRS) in the next 150 days (January
Top 10 Tips for Scoring a Stellar
Vacation Rental Before Summer’s End:
to media in the wake of 20/20 piece, "Vacation Confidential,” including
information about how to best plan a vacation rental stay with advice from
in-the-know industry professionals (July 24, 2012)
Second Homeowners Need Professional
Help: Shared why
"going with a pro” makes it easy to maximize a vacation rental investment
(August 29, 2012)
Top 5 VRMA PR Campaign Highlights
behalf of the VRMA's Discover Vacation Homes initiative, our MMGY Global PR
representatives have been continually on the move…
Providing 40 media lead opportunities
for VRMA member responses since last year’s Conference, and including
submissions in targeted pitches to journalists.
opportunity for VRMA to support America's #1 Travel blogger, syndicated
newspaper travel columnist and National
Geographic Traveler columnist Christopher Elliott's "Away is
Home" journey across the country. Coordinated the Elliott family’s lodging
with 20 vacation rental professionals
so far and counting, with resulting coverage appearing in social media coverage,
on AwayisHome.com, Elliott.org and its e-newsletters, HuffingtonPost.com and on
National Geographic Traveler’s "Intelligent Travel” Blog.
with journalists who reported on vacation rental scams affecting
travelers, including journalists with NBC’s
TODAY Show, ABC’s 20/20, MSNBC.com, the South Florida Sun-Sentinel
and more. Shared reasons for travelers to stay with a professional, as
well as planning tips, recommended questions to ask before booking and
other insights / resources.
Attending the Society of American Travel Writers’
(SATW) regional and national conventions on behalf of the VRMA and its
Discover Vacation Homes initiative. During the Marketplace, our PR team
met with numerous writers, where relevant vacation rental editorial angles
were introduced upon discussion of each journalist’s interests. DVDs
containing our full press kit / story ideas were also provided.
Updating and sharing a comprehensive
Crises Communications Plan with
members, including recommendations for dealing with natural and manmade disasters,
accidents, crime, public health issues, acts of terrorism and social media
... and much more!
PR for Getting Away Together
Since the start of our PR project promoting Getting Away Together, your the PR team
secured coverage valued at more than $186,965,
garnering publicity that reached more than 44.4
million people as measured
through the combined print circulation, unique monthly online visitors and
As we reported by Jerry Smith at PineRidge Film and
Television, the series’ carriage numbers are up more than 10% overall since the
first of the year. Penetration in the Top 25 markets has gone from 40 to 45%,
meaning the Audience Potential has grown to nearly 105 million people! Getting
Away Together is now in 67% of the
country, including New York City, Washington D.C., Houston, Salt Lake City,
Boston and all of Los Angeles. Here are the top five NEWEST markets the show
was carried in this summer:
- Oregon Public Broadcasting
- San Francisco, CA
- Reno and Lake Tahoe
- Phoenix, AZ
- Pittsburgh, PA
The top 10 coverage highlights since last year's Annual Conference include:
- New York 1 News (New York City) and YNN (Upstate NY) - TV and Online
- Boston Globe (MA) - Print and Online
- Huffington Post
- Mobile Press-Register (AL) - Print and Online
- Atlanta Journal Constitution (GA) - Online
- Family Vacation Critic (Blog)
- New York Post (NY)
- The Morning Call (PA) - Print and Online
- Florida Times Union "PilotGirl" Blog
ahead, season two is underway, and
has already filmed its first episode in Park City, Utah! Keep an eye out for
new developments as Getting Away Together
continues pre-production, and let us know if you’re interested in
participating in this next season.