The Challenge: A vacations rental innovator wanted to understand how to make their brand and services more local in key European markets.
The Solution: Along with the core client research team, I spent time in London, Berlin, Hamburg and Paris speaking with different types of people to really explore the traveling culture in each market.
Online diaries brought to life people’s traveling behaviors, then in-home friendship triads and focus groups got to grips with perceptions of the key players in the vacation rentals space.
By getting close to travelers in each market I was able to unearth rich insights, artifacts and films to collate into a compelling story which outlined how to grow the brand in each market. Thus inspiring local teams to curate the global brand strategy and services into their own.
The agency & my role: The Sound, working as a Director.