UPDATED: March 14, 2024
This past week Miami came out with the following commercial to dissuade partiers from choosing it for their Spring Break shenanigans. It was a brilliant example of the "Why our destination is NOT for you" messaging we've explored before...
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"7 Reasons Casco Viejo is NOT For You" (original blog post from 2010 attached) was the single most impactful piece of content I ever created as a vacation rental marketer. In a way that affirmative marketing can not, this article clearly established who we were (as a vacation rental company in an emerging neighborhood in Central America) by identifying who we were NOT. The amount of guests who reached out and said how much the piece resonated with them was extraordinary. Both good ("yes! yes! yes! we hate those things too!) but also in a way that turned people away for the best reasons ("sorry, not for us, we're heading to the Hilton downtown.")
Consequently, one of the first thought-exercises I do when sitting down with a new client or community member is ask "what is your vacation rental business NOT?"
Some response examples:
For your vacation rental company, complete the phrase "We are NOT _____"
This past week Miami came out with the following commercial to dissuade partiers from choosing it for their Spring Break shenanigans. It was a brilliant example of the "Why our destination is NOT for you" messaging we've explored before...
****
"7 Reasons Casco Viejo is NOT For You" (original blog post from 2010 attached) was the single most impactful piece of content I ever created as a vacation rental marketer. In a way that affirmative marketing can not, this article clearly established who we were (as a vacation rental company in an emerging neighborhood in Central America) by identifying who we were NOT. The amount of guests who reached out and said how much the piece resonated with them was extraordinary. Both good ("yes! yes! yes! we hate those things too!) but also in a way that turned people away for the best reasons ("sorry, not for us, we're heading to the Hilton downtown.")
Consequently, one of the first thought-exercises I do when sitting down with a new client or community member is ask "what is your vacation rental business NOT?"
Some response examples:
- We are NOT a normal property management company / big box manager
- We are NOT doing this just for the money
- We are NOT an "Airbnb"
- We are NOT for partiers
- We are NOT headquartered elsewhere
- We are NOT for rigid hotel guests who need room service & valet
- We are NOT cookie cutter
- We are NOT your everyday hosts
- We are NOT for the faint of heart (semi-treacherous path to getting there)
For your vacation rental company, complete the phrase "We are NOT _____"
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