The executives behind vacation rental platform Vrbo have insisted that the proper way to pronounce the company’s name was to individually speak each letter: "V-R-B-O." After all, the name is an acronym that stands for Vacation Rentals By Owner.
But consumers haven’t seen it that way and usually pronounce the name of the Expedia-owned company as “VER-boh,” with an accent on the first syllable.
Now the firm is embracing that consumer preference as part of its brand overhaul.
The new creative, developed by Prettybird, makes it official by embracing the fan-preferred "VER-boh" as couples sing and dance in uniquely decorated homes.
Ads will air on a mix of national networks and category-specific cable networks, like HGTV, Travel Channel and TLC.