As the Public
Relations initiative of the Vacation Rental Managers Association (VRMA),
Discover Vacation Homes is the trusted public voice and an expert resource on
behalf of the professionally managed vacation rental industry. Originally
launched in 2006 by ten founding members in the Orlando area, the DVH program was formed to
unite the industry in raising consumer awareness of vacation rentals as one of
the nation's fastest-growing lodging categories. Today, DVH is an industry-wide
initiative for all VRMA members. Discover
Vacation Homes is dedicated to increasing awareness through public relations
efforts and publicity. Consumers are increasingly looking online for third
party recommendations about everything from retail goods to accommodations. By
combining traditional public relations with new strategies to capitalize on the
emerging online community of social media, the DVH campaign seeks to elevate
the awareness level of the entire industry.
While collective marketing efforts
may be in the organization’s future, public relations is a much more credible,
effective, and cost-efficient means of gaining national exposure, rather than
running multi-million dollar print, broadcast and online advertising campaigns.
The PR plan supporting
VRMA’s Discover Vacation Homes initiative includes specific activities that:
Educate the public and increase
awareness through media
relations.
Develop and support an internal
communications program. Integrate existing public relations
efforts to support membership-marketing goals.
Utilize social media and new technology to
promote vacation home rentals to media, members and the public.
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