Vrbo x Fiesta Bowl

In 2022, Vrbo became the title sponsor of the Vrbo Fiesta Bowl, one of the College Football Playoff bowl games. While we had previously sponsored the Citrus Bowl for five years, this move allowed us to significantly broaden our reach and elevate brand awareness within the college football community.

We kicked off the partnership by hosting reporters, athletes, and influencers at a luxury Vrbo property in the heart of Scottsdale, Arizona. To further engage with college football fans, we produced relatable cut-downs of our national TV commercial—featuring fans and their game day traditions—and amplified the content through paid social targeting football enthusiasts.

On game day, we brought the Vrbo experience to life by creating immersive "fan caves" outside the stadium. These branded activations, styled to resemble Vrbo rentals, offered fans custom game-day merchandise and social-ready photo opportunities using the hashtag #VrboFiestaBowl.

To reinforce our brand message of togetherness, we launched a social and PR campaign called "Fan-mily in Residence." One lucky winner and five friends received a week-long stay at a luxury Vrbo in Phoenix, a private suite at the Vrbo Fiesta Bowl, roundtrip airfare, and other exclusive perks. To enter, fans shared their favorite game day traditions in the comments of our Instagram post. We selected a group of longtime college friends—now living in different states—who reunite annually to attend a new college football game. I traveled to Phoenix to document their experience and shared real-time content across our Instagram and Facebook Stories.

With nearly six years of experience executing college football campaigns, I have a deep understanding of the nuances and legal considerations around using collegiate IP in marketing. I’ve worked directly with universities to create best-in-class social content that is both compliant and compelling—resonating with fans while staying true to the Vrbo brand.