• by Tanya Gazdik , September 3, 2023

Vrbo is launching its first-ever series of custom TV ads tailored for the college football season. 

Created in collaboration with Anomaly LA, the spots began airing Sept. 2 and will run throughout the regular and post-season, including during the Vrbo Fiesta Bowl and CFP National Championship.

The effort celebrates the ways Vrbo private vacation rentals bring football fans and families together for the annual rollercoaster ride that is the college football season. 

The vacation home rental company found that nearly 60% of college football fans travel regularly during the season to attend games, and demand for Vrbo vacation homes in some of the most passionate college football towns typically more than doubles during the regular season. 

“There is no better way to spend game day together with your family or chosen fan-mily than at a Vrbo private vacation rental,” said Michele Rousseau, SVP global brand at Expedia Group in a release. “Fans that want to feel like every away game is a home game have the privacy and space to share game day traditions and celebrate the season together.” 

The ads were filmed at college football stadiums and Vrbo private vacation homes and include appearances from mascots including Brutus Buckeye and The Duck. 

Flashes of recognizable college football sights like the Vol Walk, cut with newer traditions happening in private vacation homes are set over the blood-pumping marching band sounds from the 1979 Fleetwood Mac classic “Tusk.” 

The campaign will also include integrations with ESPN including on-air talent Marty Smith, and in-stadium signage at seven top football schools: Texas, Alabama, Michigan, Penn State, Ohio State, Tennessee and Oregon.  

As part of its season-long campaign, Vrbo kicked off a search for its first “Fan-mily in Residence.” One winner and five of their chosen friends and family (aka fan-mily) will get paid to spend 10 days during the postseason together at some of Vrbo’s best private vacation rentals for the Vrbo Fiesta Bowl on New Year’s Day in Glendale, Arizona, and the CFP National Championship on Jan. 8 in Houston.  

Vrbo enters its second year as title sponsor of the Vrbo Fiesta Bowl, which includes fan activations, digital and social media, content, in-stadium exposure and inclusion at other year-round Fiesta Bowl organization events. 

Consumers can apply for Vrbo’s Fan-mily in Residence by visiting www.vrbo.com/see/fanmily.