Putting twist on trend gives NH summer rentals a boost

Preferred Vacation Rentals had more inventory than it wanted last spring.

Preferred Vacation Rentals had more inventory than it wanted last spring.

Manager broker Mark Borrin had noticed a trend reversal in the past several years of large-occupancy houses renting faster than smaller houses. He saw more people renting larger-occupancy homes to gather extended family, a post-9/11 effect. Louis Karno & Co. capitalized on the trend to get media attention.

Strategy

The trend was used as a news hook, and Jayme Simões, president of Louis Karno & Co. Communications, positioned Preferred Vacation Rentals as an expert that could help vacationers get the best deals by "steering clear" of the trend of renting larger houses. This twist helped the client rent its smaller houses.

Tactics

"Send a press release, you get a blurb," Sim›es says. "Send a pitch letter, you get an article. By tailoring pitches, we did really well."
Northeastern business and real estate reporters were pitched the trend angle and rental availability. The travel pitch reminded reporters that New Hampshire's vacation experience hadn't changed, but the ways in which people rented had.

The agency penned a feature about market changes that was sent in lieu of a press release to weekly and biweekly newspapers in New England and placed on PRWeb.
 
Results

Summer rentals increased 10% versus 2004 after coverage appeared in USA Today, the front page of The Philadelphia Inquirer's Real Estate section, the front pages of The Boston Globe's Business and Real Estate sections, the New Hampshire Sunday News, and on local TV and radio.

Future

Borrin says the trend continues this year. "We've got to come up
with another pitch."

PR team: Preferred Vacation Rentals (Center Harbor, NH) and Louis Karno & Co. (Concord, NH)

Campaign: Preferred Vacation Rentals reverses renting trend

Duration: May to June 2005

Budget: $3,000

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